how patagonia apply triple bottom line in their marketing
TRANSCRIPT
CCT College Dublin CCT College Dublin
ARC (Academic Research Collection) ARC (Academic Research Collection)
Business Student Achievement
Fall 2020
How Patagonia apply Triple Bottom Line in their marketing How Patagonia apply Triple Bottom Line in their marketing
strategy strategy
Paolo Pena Lozada
Follow this and additional works at httpsarccctiebusiness
Part of the Adult and Continuing Education Commons and the Marketing Commons
Paola Pena Lozada Page 1
CCT College Dublin
Assignment Cover Page
Module Title
Module Code Assignment Title Lecturer Name Student Names Student Nos Assignment Due Date Academic Year Year 1 Year 2 Year 3 DECLARATION
Applied Business Research Project
Individual Research Project
Graham Glanville
Paola Pena Lozada
2016421
I the above named student confirm that by submitting or causing the attached assignment to be submitted
to CCT I have not plagiarised any other personrsquos work in this assignment and except where appropriately
acknowledged this assignment is my own work has been expressed in my own words and has not
previously been submitted for assessment
Paola Pena Lozada Page 2
How Patagonia apply Triple Bottom Line in
their marketing strategy
Paola Pena Lozada Page 3
Abstract
A sustainable business model generates competitive advantages through the incorporation of
values and mission at social media platforms especially in the clothing sector which is the
second most pullulated in the world by changing business supply chain can impacted
environmental positively to save the planet This case study examines how Patagonia apply
triple bottom line in its marketing strategy by analysing how having an ethical awareness
drives brand engagement and the evaluation of the most appropriate Patagonia social media
platform (YouTube Facebook and Instagram) from driving the sustainability The findings of
both questions will lead to building hypothesis regarding if sustainable drives engagement
and the most suitable social media The goal of this research is to develop awareness which
can be used to integrated non sustainable organisations into their business model while
generate profit
Paola Pena Lozada Page 4
Acknowledgements
I would like to thank my teachers Tracy Gallagher and Stephen Chandler for their efforts to
bring topic such as sustainability and corporate social responsibility during their class Those
moments were the beginning of a more conscious life and this is why I chose Patagonia as a
case study for their passion with the environment and people I would also like to thank my
classmates Luis and Daniela for their support from the conceptualization of my research
giving me advised and new approaches to encounter the case study
Paola Pena Lozada Page 5
Table of Contents
Abstract 3
Acknowledgements 4
Chapters 6
Chapter 1 6
Introduction 6
Chapter 2 8
Literature Review 8
Chapter 3 Research Question(s) Goals and Objectives 12
Chapter 4 Research Design Methodology 13
Chapter 5 Results (Research Findings) 14
Chapter 6 Conclusions and Further Work 21
Chapter 7 Critical Self-Review 23
References 24
Paola Pena Lozada Page 6
Chapters
Chapter 1
Introduction
Todayrsquos economic landscape is being formed by two dominant forces technology and
globalization Lisa Rachel (2016) explains that technology has revolutionized society the
way companies communicate through marketing strategies and persuade buyers not only
selling a product but adding value to their lives through the products in other words engage
them emotionally and physically (Mendes 2019) Globalization has increased enormously in
the last century as a result of cultural exchanges and trades is integration and connection of
markets all around the world through the internet
According to Duffy (2019) globalization has played a key role in the fashion industry
the fast change in this industry is seemingly among the most critical impacts of globalization
As a result the industry has opened up to a wide range of new styles influences and methods
of production Thusly people around the world have more access as never before to so many
trends and low prices (Ledezma 2017)
Srivastava (2005) describes that the use of mobile phones the internet and social
media has changed the way people behave communicate live and work Oxford college of
marketing (2017) refers that todayrsquos society is induced by millions of brands through the
internet billboards celebrities discounts free samplings Even though if consumers are not
interested in one product marketing strategies can influence a possible buyer to make a
purchase by analyzing the culture social personal and psychological factor of the
companiesrsquo target as suggested by Thomes (2018)
Nowadays consumers are savvier IBM (2019) states that for instance they have
higher demands than previous years thus are taken the internet to educate themselves Target
audience has changed new generation ldquoMillennialrdquo are enhancing their perspectives for
brands Landrum (2017) express that they are likely to spend more money on a product if it
comes from a sustainable brand that supports environmental responsibilities practice
corporate social responsibility and use triple bottom line as the core of their business to
create shared values leading to a strong brand loyalty (IBR 2011) as a result companies are
evaluating and rethinking their brand building
Paola Pena Lozada Page 7
Companies nowadays are to think beyond profit using marketing as a tool to
demonstrate the social and environmental impact of their products a Turletti (2019)
highlights that is the reason brands use stakeholders and sustainability programs in their
marketing strategies by incorporate sustainability into the business purposes and process it
embed as the main key of a competitive advantages by applying triple bottom line in their
marketing strategy
Patagonia is the perfect example of a company that cares about the environment an
outdoor clothing company that is 100 Fair-Trade Certified established in 1973 by Yvon
Chouinard as a rock climbing supplier that sold Rugby shirt (Scholes 2019) His designs are
simple than can be wear in any weather from fleece jackets to quick-drying shorts made of
recycled nylon polyester and organic cotton Today Patagonia (2019) has 199 stores around
the world that makes gears for skiing surfing and climbing in addition it sells its specialty
lager all while remaining the benchmark for eco-friendly clothing brands According to
Patagonia (2020) one of their stores is located in Dublin where they supported grantees to the
Irish Peatland Conservation Council in Rathangan Ireland VOICE Ireland community the
Irish Seed Saver Association CLG Crann Tress for Ireland among others
Patagonia is additionally focused on the human effect of its supply chain their main
goal is to raise awareness within the society to combine with the products beyond the
engagement to the environment (Daniels Ethics 2011) Moreover Wolfe (2017) states that
they spend time analyzing the impacts of its products to fulfill customersrsquo needs by using
innovation to improve their products and process while reducing environmental impact This
case study will look at how Patagoniarsquos business model who is known for overt
consumerism still applies unconventional marketing strategy in order to remain commitment
to the planet and its customers by selling its products align with the Triple Bottom Line
framework which is a sustainability framework that examines a companyrsquos environmental
social and economic impact as stated by Fernandes (2020)
The reason why I choose Patagonia as a case study is that in recent years I have
become aware of the products I put on my skin my hair changing my toothbrush and razor
for bamboo instead of plastic As well in college I have been learning about ethical issues
corporate social responsibility Patagonia is a genuine case of a sustainable and
Paola Pena Lozada Page 8
environmentally brand that cares about the planet and people while making a profit the brand
has a clear mission which it is shared within its stakeholders becoming a successful
company By choosing Patagonia as a case study allows me to investigate its sustainable
approach organizational culture and how stakeholders are aligned to the companyrsquos values in
far more detailed and depth investigation than might be not possible with academic research
Chapter 2
Literature Review
Years ago the buyerrsquos journey was easier than now people went to a couple of sites
while searching for a product or service by comparing and made a choice dependent on that
data (Square 2 Marketing 2019) However nowadays information about a specific product
can be found in almost interminable websites Gallegos (2016) highlights that before
organizations had more capacity to persuade and dissuade clients to buy their sales
representatives were trusted in the process of buying Digital Marketing Institute (2019)
points out that today customers are savvier and able to research for a product on the internet
in seconds before going to the shop in fact 98 of consumers do not make a purchase
during the first visit to a brand site (Roesler 2018) This makes the selling process hard for
organizations hence marketing to clients is more troublesome than it used to be
Moravcikova (2018) suggest that technology and globalization have changed the way
how a brand communicates to potential buyers thousand of brand messages are delivered
every day which make difficult for a brand to stand apart among their rivals which is the
reason a considerable lot of them are starting to re-examine their current marketing
methodologies Furthermore Simsek (2019) stays that one of the most effective ways brands
can communicate with possible buyers it is to have clear the organizationrsquos mission and
vision and identify their target audience (Heibutzki 2019) thus brand can create specific
content to that audience by using social media billboards TV and radio ads among others
the target audience reception will contribute to the reputation of brands that leads to driving
sales
However Grani (2016) argues that traditional marketing can get lost in the clutter
instead some organizations are adopting a triple bottom line apply in marketing that creates
values that lead to strong brand loyalty Triple Bottom Line was first introduced 26 years ago
by Elkington (1999) a disruptive corporate tool that takes into account People Planet and
Profit While a few organizations have incorporated the Triple Bottom Line into the centre of
Paola Pena Lozada Page 9
their business numerous others have failed to demonstrate their responsibility with the
environment and people (Ginige 2016) In the wake of high unethical scandals such as
Volkswagen Diesel dupe General Motors safety cars and Takata bankruptcy for a faulty
airbag among others Unilever stands out as a good example of the TBL and CSR failure
approach (Quigley 2017)
Borelli (2017) points out that its CEO Polman stated that his personal mission with
the brand is ldquoto galvanize our company to be an effective force for goodrdquo Contradictory with
sexual harassment and environmental scandals in 2016 nearly 600 Indian workers were
exposed to mercury and in 2011 African labourers claim to be victims of sexual harassment
by their managers As a result the company suffered a declined in their sales expectations
from 28 to 22 On other findings contradictory to CSR scandals Prater (2019) puts
forward that the outdoor apparel companies such as Patagonia REI YETI Moosejaw and
Outdoor Voices they are a good example of CSR and TBL strategies while combining with
disruptive marketing as a business model that goes to the opposite direction to traditional
marketing In this case disruptive marketing takes risks it challenges conventional ways of
think within a new or existing market that provide unique content this business model cares
about customerrsquos needs by creating new products or process as a result the customer
connects more to those brands who are applying it (Barber 2018)
Brown (2016) points out that since most fashion industry companies are focused on
mass production and competitors offer similar products and services brands must distinguish
themselves to stand out of the crowd by adding value and listening to peoples needs Allchin
(2013) highlights that Patagonia campaign for Black Friday ldquoDonrsquot Buy This Jacketrdquo is the
perfect example of disruptive marketing they encouraged its customers to consider the effect
of consumerism on the environment and to buy only products that they need Although this
strategy seems to go against any marketing strategy on one of the busiest days of the year to
shop in The United States they rather gave all its money raise it on the day to charities align
with environmental awareness (Cave 2016) they has built up a solid community of people
who value the brands mission which is ldquoWe are doing business to save the planetrdquo and its
products (Patagonia 2019)
The United Nations in 2007 talks about the increase of awareness in the climate
change and corporate social responsibility throughout organizations has shaped the
Paola Pena Lozada Page 10
requirement for organizations to increase their marketing strategies (UN Chronicle 2007)
Additionally EPA (2017) claims that climate reports demonstrate constant increments in
levels of barometrical ozone and carbon dioxide and greenhouse gases Environmental
change is as of now influencing where individuals live how they live and how firms direct
business More recently The United Nations (2019) distributed 17 goals for sustainable
advancement that look to protect the planet end of poverty and improve lives They include a
scope of social needs such as responsible utilization and production education wellbeing
neediness sexual orientation equality social security among others Moreover Hackenberg
(2019) argues that companies that can commit to these goals have the potential to influence
customer inclinations and decrease the carbon footprint of the supply chain while achieving a
higher level on Corporate Social Responsible
Considering these environmental issues and how climate change is giving us only 12
years to limit and repair damages to the planet companies are urged to re-constructed their
products and process that are harming the planet (Watts 2018) The fashion industry is the
second most polluting industry in the world In 2011 European fashion industries went from
two collections to five per year (McFall-Johnsen 2019) However some brands offer
significantly more Zara produced 24 and HampM 12 every year (McFall-Johnsen 2019)
Batelier (2018) claims that only the US produced 15 million tonnes of textile waste in the last
20 years and between 80 and 100 billion pieces of clothes are made every year Thus the
entire planet is running out of time to save it as Kateman (2019) states that nowadays there is
an increase on ethical brands even old brands are changing the materials they used
HampM has attempted to be part of as a ldquosustainablerdquo brand to offset the impact that
apparel industry is having on the environment Segran (2019) in fact they launched a
ldquoconsciousrdquo collection in 2010 but the brand never explained to the consumers why that
collection was labelled as a conscious In their annual report of 2017 Hitti (2019) highlights
that HampM explains that the conscious collection was made with sustainable materials such as
organic cotton tencel and recycled polyester However Whiting (2019) explains that often
cotton is portrayed as eco-friendly material which is the worldrsquos most commonly used in the
production of clothes even though is a natural fabric it is not sustainable enough therefore
WWF (2019) points out that cotton needs 20000 litres of water to grow 1 Kg of cotton the
same amount needs to create a t-shirt and one pair of jean One event that creates awareness
within society and the fashion industry as stated by Donaghey (2015) was the collapsed of the
Paola Pena Lozada Page 11
garment factory Rana Plaza in Bangladesh where 1138 people died well known for poor
working conditions and unfair wages it was the housed of big brands such as Primark
Benetton and Mango
Fashion Revolution (2017) proves that since the disaster millions of people have
joined The Fashion Revolution to demand fair wages safety working conditions and more
transparency over 100000 people used a hash tag to ask brands whomademyclothes as a
response the supply chain of the fashion industry such as farmers factories and producers
use imadeyourclothes improving working conditions and more than 1300 factories have
been inspected Minimum wage in Cambodia and Bangladesh increase 77 over 70 brands
started to reduce toxic chemicals in their products (Fashion Revolution 2017)
It is clear that the fashion industry still one of the most polluting industries in the
world landfills are flooded with clothes the garment industry is getting bigger and moving
faster people buy clothes than ever before and the life cycle of each piece last less (Dunbar
2016) Hence the new era of sustainability is rising consumers around the globe are making
changes in their shopping habits they are motivated to be more ethical (CB Insights 2019)
While as yet consumers are still struggling with cost and awareness alongside their need to
better the world they are searching for organizations to step up as partners in their mission to
contribute to the environment (Nielsen 2018)
Organizations began in the so distant past to concede they have a job in the
environment In 1981 Freer Spreckley recommended that organizations ought to report on
their monetary outcomes but also the environmental impact In 1997 John Elkington
authored the expression Triple Bottom Line in his book as the three dimensions of
sustainable development such as people planet and profit forced companies to broaden their
circle of responsibility as described by Elkington (2004 cited in Miller et al 2007)On the
other hand triple bottom line is measure sustainability by the organizationrsquos activities
including environmental and human capital shareholders values and profitability as
proposed by Savitz (2006 cited in Slaper and Hall 2011) And more recently in 2018 Robert
Sroufe incorporated in his book the integration of Triple Bottom Line as an exceptional
management model that mixes every one of these ideas (Turletti 2019)
Paola Pena Lozada Page 12
On the other hand one activist company that has a clear understanding of the Triple
Bottom Line approach is Patagonia A well-known company that is 100 Fair-Trade
Certified established in 1973 by Yvon Chouinard as a rock climbing supplier that sold
Rugby shirt (Scholes 2019) His designs are simple than can be wear in any weather from
fleece jackets to quick-drying shorts made of recycled nylon polyester and organic cotton
Today Patagonia (2019) has 199 stores around the world that makes gears for skiing surfing
and climbing in addition it sells its specialty lager all while remaining the benchmark for
eco-friendly clothing brands
Patagonia is additionally focused on the human effect of its supply chain their main
goal is to raise awareness within the society to combine with the products beyond the
engagement to the environment (Daniels Ethics 2011) Keeping in mind that a lot of brands
teach shoppers about ecological and social issues Patagonia has demonstrated for quite a
long time that it can change its clients behaviour (Lowitt 2011)
Chapter 3 Research Question(s) Goals and Objectives
Purpose
How Patagonia apply triple bottom line in their marketing strategy
Research Questions
1 An analysis of how Patagonia having an ethical awareness drives brand engagement
2 An evaluation of Patagonia most appropriate social media platform (YouTube
Facebook and Instagram) from driving the sustainability
Objectives
bull The researcher aim to achieve a deep understanding of different approach Patagonia
use in their marketing strategy
bull The researcher considers Patagonia has more engagement on their Facebook page
bull Identify marketing techniques of sustainability and ethics to engagement with
audience
bull Collect data from previous case studies to enable to create clear and accurate
information
Paola Pena Lozada Page 13
Chapter 4 Research Design Methodology
This section aims to explain the methodology used to gather information a case study
that was developed by the researcher based on how Patagonia applies the triple bottom line in
their marketing strategy It analysed information based on secondary sources like Patagonias
website social media platforms and previous studies about the company books websites
and e-journals An analysis of sustainable company drives to brand engagement The case
study used a qualitative research methodology
Hollweck (2016) describes case study as a methodical tool that can utilize both
qualitative and quantitative the aim is to analyse information that can help clarify definitive
results because the investigation procedure comprises matching empirically observed
measures to hypothetically anticipated events On the other hand Yin (2014) states that case
study is one the most challenging research of all science attempts the objective is to gather
exhibit and break down information fairly by reading articles reports books among others
A case study is an in-depth technique that generally gives detailed and more
legitimate information about a person company groups or particular situation studied
Meanwhile surveys allow the researcher to collect data on numerous individuals or big
population so as to comprehend different opinions about a specific topic however can lead
to inaccurate information (Zololkis 2010) Moreover Irvine (2018) describes that interviews
are easier in the sense of the researcher can see peoplersquos reaction thus they feel more secure
to answer questions verbally than written down however interviews takes more time than
survey and cannot collect as many data as surveys
In overall case studies offer the most accurate data when compared to interviews and surveys
in contrast to qualitative research that helps to understand the reality of the studies if the
objective is to create a hypothetical framework that present veracity rather than the researcher
point of view along these lines it is conceivable to distinguish strategies that help the finding
of theory data as proposed (Ochieng 2009) On the other hand the case study is based on
inductive research according to Gabriel (2013) inductive approaches are mostly used in
qualitative research Furthermore it involves the search for pattern from perception and the
improvement of explanations theories for those patterns through the arrangement of
Paola Pena Lozada Page 14
hypotheses The aim is to generate meanings from the data collected in order to recognize
relationships to develop a theory
Chapter 5 Results (Research Findings)
1 An analysis of how Patagonia having an ethical awareness drives brand
engagement
According to Shaw (2018) for the last years marketing research has impacted of
consumer interaction with brands different researches have suggested that engaging
customer with a brand is an essential method in building stronger relationships and improving
brand performance as stated by (Khamitov et al 2019) Brand engagement contributes to
better organisational performance outcomes Patro (2013) describes those outcomes as
business development sales growth and brand referrals among others
However (Hollebeek et al 2014) suggests that this idea of brand engagement has
gotten recently less consideration While expressing that this concept is an interactive nature
have interpreted brand engagement as a consumer psychological responses emotional and
behavioural activity identified with customer and brand interactions (Schmitt et al 2009)
adds that those behaviours aroused by brand-related that are part of the brandrsquos design
communications and identity by combining consumer and brand lead to the memorable and
unique brand experience
Conversely NBRI (2020) suggests that brand engagement must be used externally
and internally building the brand from the inside organisations obtain a deeper engagement
with their employees helps the brand solidify and improve the brand for consumers In
addition Sinek (2009 cited in TEDcom) explains that the most successful brands think act
and communicate opposite to those less successful brands the key is to answer the three
questions of the golden circle Why How and What Weishaupt (2017) highlights that
inspirational organisations think from the inside to the outside by answering why and how
they do it and what it does
Therefore when a company communicate their values and beliefs rather than describe
their products they will attract more customer they will feel more connected as well
Paola Pena Lozada Page 15
increasing brand engagement Consequently some socially responsible brands are well
known for using the golden circle Willard (2018) believes that Toms shoes ldquowhyrdquo is to
provide free shoes to children in need one day without shoes campaign creates awareness on
global children education but at the same increase brand engagement as consumer were
sharing their Toms shoesrsquo experience by uploading pictures through social media (Naeini et
al 2015)
On the other hand Rhodes (2020) explains that Patagoniarsquos ldquowhyrdquo is clear they are in
business to save the planet one of the many ways they contribute is donating 1 of their
profits to the environmental protection and wilderness conservation However companies
pretending to be good in their marketing strategy and accused of green-washing are more
likely to fail as discussed by Sinek (2009) Perhaps the power of customer is stronger than
before maybe in future they would have the ability to shift the core values Triple Pundit
(2011) states that meanwhile customer cannot constrain companies to think differently they
have been motivated to fulfil customerrsquo needs hence have the ability to contribute to a better
world
Moreover one of the approaches Patagonia constantly engages with its audience
through campaigns where they not only focus on advertising its products but rather
Patagonia promote its brand by providing consumers with content and products that will
benefit their lives and interests as described by McLaughlin (2018) Yet they educate
motivate and assist people to recycle clothing and to have a more conscious lifestyle In fact
(Salesforce 2016) highlights that many companies once the customer journey is over they
stop the interaction brand-customer However Patagonia extends their customer experience
interaction by providing their customer with additional materials newsletters events social
media public engagement blogs Besides Nastu (2017) explains that Patagonia demonstrate
its sustainable supply chain activities including how they made its Fair Trade Certified
garments in the effort to impact in a positive way their factory workers as well as to educate
their customer where the materials come from
Patagonia campaign ldquoDonrsquot Wear This Jacketrdquo is the perfect example of how ethical
awareness drives brand engagement thus increases sales Thangavelu (2020) points out that
just nine months after the campaign was released Patagonia sales were up by $543 million
Additionally Dkaizer (2017) indicates that the interactive film experience devoted to
Paola Pena Lozada Page 16
protecting bears ears was watched 112852 views in two weeks the brand emphasizes their
loyalty to corporate social responsibility and their target audience Therefore brand content
generates actions that contribute to brand engagement
In addition MacKinnon (2015) explains that the Worn Wear is a campaign to extend
the life of Patagoniarsquos products and to encourage discussions about harming the planet by a
global economy that depends on consumerism Instead the brand provides customers with the
chance to have their Patagonia garments repaired or trade in order to receive credit to buy a
new or used garment Alongside Vogl (2015) explains that Patagonia constructed a
sustainable truck to travel around America and repair clothes on the way during the journey
the truck served as a storyteller in a way that customer engaged even more with the brand by
sharing their experiences Collier (2018) states that the campaign congregates up to 11075
attendants in total making it a success for the company
Nevertheless anti-consumerism marketing strategy encourage customer to think not to
buy Penhollow (2015) adds that as well helps Patagonia to build brand awareness outside
and inside its community of followers as a result the company sees double-digit annual
growth As a result of Worn Wear success campaign Patagonia created a website where
clients can buy thrifted Patagonia clothing as described by Patagonia (2020) At the same
time customer can shared their experiences on the website through the section The Stories
We Wear Baillargeon (2016) states that this offers customers the chance to share
memorable experiences and moments wearing the brandrsquos garments and how Worn Wear
has given their garments another opportunity
On the other hand Patagonia every two years has held the ldquoTools Conferencesrdquo by
throughout training an entire generation of activists Patagonia (1997) highlights that they
gather leaders to share their experiences with advocates from grassroots environmental
groups which Patagonia has associated through their donations programs Moreover
Patagonia (2017) states that the brand imparts their wisdom even on those who are not
Patagoniarsquos customer any individual can request a representative from Patagonia to talk at
events This is a piece of Patagonias strategic shows how passionate they are about what they
have believed in
Paola Pena Lozada Page 17
Moreover the brand is getting their message all around the world even for those who are
not advocated saving the planet McLaughlin (2018) affirms that the conferencersquos goal is to
motivate their audience and empower them to create ideas regarding how they can contribute
to face the environmental crisis Nevertheless Patagonia is enthusiastic about connecting
with each one of the individuals who visit their site and continually want feedback on how to
be a better brand Certainly according to Clarke (2006) Patagonia applies Triple Bottom Line
approach by keeping people planet and profit at the core of what they do This causes
customer to be part of the procedures and for instance in makes them more engaged with the
brand
Furthermore North Face is an outdoor brand that is very similar to Patagonia although
North Face share similar values regarding saving the wilderness the brand is more engaged
to drive advertising that increase annuals profit and consumer-based as explained by
Timbrook (2020) On the contrary Meltzer (2017) highlights that Patagonia is more focused
on reducing their footprint applying strict environmental guidelines on material recycling
and encouraging consumers to take actions over the planet
Patagoniarsquos owner believes that the key of their business success is that purpose is not
taken as a strategy rather is the purpose of why the brand exists Robertson (2019) explains
that in the sense of Patagonia their mission statement is clear they are in business to save the
world He stated that purpose impacts beliefs and values which then impact directly to his
employeesrsquo behaviour as well as his customers
Patagoniarsquos ant-consumerism strategy increase brand awareness as their values are
aligned with environmental and social causes and target market creating a strong relationship
between them According to (Zhao et al 2016) the more companiesrsquo values are aligned with
environmental protection the higher the consumer respond for their products making long-
term profits for the company Hence Patagonia efforts on corporate social responsibility and
ripple bottom line approach are reflected as story of the brandrsquo mission and values which are
clearly recognizable all through its business plan as a whole as discussed by Kelley (2015)
Paola Pena Lozada Page 18
2 An evaluation of Patagonia most appropriate social media platform (YouTube
Facebook and Instagram) from driving the sustainability
Over the most recent decade sustainability and social media have been playing an
increasingly significant job in the manner that organizations talk about themselves Carpenter
and Takahashi (2016) state that together social media and sustainability have opened a new
path to push companies to revaluate their role in society and how their business activities
affect the planet Thus leading to new levels of transparency higher commitment aligned
between companies people and communities as described by Cushman (2014)
According to Verde (2014) social media provides a large number of advantages
including customer trust for companies involved in sustainability they must be able to
adequately convey their efforts Thus social media can benefit sustainable organisations to
communicate effectively while increasing their brand reputation However Dossa (2020)
suggest that engaging sustainability not only includes sharing information perhaps the most
significant part is to engage and listen to their stakeholders are essentials elements for
efficient communication which makes social a great tool to transmit such interactive
dialogues
Conversely Mainwaring (2011) highlights that social media can be used as a strong
weapon against those companies that are not committed to the environment and are harming
the planet For instance people and sustainable organisation are using social media to force
businesses adopting environmental practices by changing their corporate behaviour around
the world as well as putting pressure on governments to act on the environmental changes as
described by (Ali et al 2015)
Moreover Genc (2017) suggest that organisations must then select proper channels to
communicate their efforts on environmental and social causes engaging with the right
audience through the amount of advertisements that are distributed in all social media
platforms while competing for userrsquos attention According to Chaffey (2020) there are 380
billion monthly active users on social media what makes sustainable growth stands out in a
digitalized vast world rather than just presenting reports of sustainability A company like
HampM have raised the social media fails to successfully engage with their audience on their
sustainable efforts
Paola Pena Lozada Page 19
According to Wood (2016) HampM has been applying a solid campaign on social media to
raise awareness of the environmental issues caused by the fast fashion industry using the
hashtag WorldRecycleWeek HampM urged consumers to recycle unwanted garments at their
stores Although many consumers have questioned their corporate behaviour the brand is
seen as green-washing However they used their social media to engage with the critics and
respond openly through exposure and consciousness of their sustainability efforts as stated by
Segran (2019)
On the other hand Hughes (2016) says that Tomrsquos shoes frequently use social media to
raise social issues once a year they promote the hashtag withoutshoes Tomsrsquo campaign
One Day without Shoes bring awareness about childrenrsquos health in 2015 they gave over
27000 shoes to children in need According to Erskine (2020) the challenge is to understand
how to successfully engage with their target audience on sustainable topics using appropriate
social media platforms For instance sustainable brands have been much slower to adapt in
the digitalised world however they are finding ways to drive engagement on critical issues
such as the use of social media as suggested by Osburg and Lohrmann (2017)
In the case of Patagonia Drawbridge (2018) suggests that the brand purpose and
storytelling plays a significant role in their non-conventional green marketing to build brand
loyalty with its consumers According to Engagement Labs Patagonia (2016 cited in Briggs
2016) enlists user-generated content through images videos landscapes stories to promote
and gain the most Sonsev (2019) argues that rather than advertising its garments the brand
uses campaigns to educate their audience by sharing environmental and social issues
encouraging buyers to lower their carbon footprint and create awareness of consumerism by
continuously linking back to its core values and mission
Furthermore Boniface (2019) adds that Patagonia utilizes social platforms to share data
on new developments in innovation While numerous individuals are against seeing
commercials on social media supporters of the environment and many others would be less
opposed to seeing data on ecological and social issues Thangavelu (2020) suggests that this
gives Patagonia an advantage in its capacity to market to clients without appearing to be
repressive Moreover Beer (2018) explains that Patagonia utilizes different social media
platforms such as Facebook YouTube Instagram Twitter and a Blog they are not all
Paola Pena Lozada Page 20
posting about very similar things their marketing approach is to post different information
between them Their target audience are the generation X and millennials who have
disposable income the brand cares more about quality instead of quantity and appreciate the
value in spending more money for a piece of garment that will last longer as described by
Klara (2016)
However when it comes to events they use all the platforms to advertise Influencer
Marketing Hub (2020) explains that Patagonia knows how to match ads with its target
audience on Facebook where they have 17 million followers Torossian (2011) adds that
followers can discover blogs of adventurers outdoorsman and environmentalists post related
to social and environmental groups and events pages In fact in 2016 the brand had the
highest engagement score between among sports apparel brands on Facebook as highlighted
by Briggs (2016)
Whereas on Instagram Patagonia have 44 million followers they are more focus on
posting charming photos mostly taken by their customer wearing the garments and outdoor
adventures a great strategy of connecting with Patagoniarsquos loyal audience as explained by
Berger (2016) According to Zhukova (2016) Patagonias partnership help builds a strong
engagement with their audiences such as photographer and adventures like Mikey Schaefer
and Austin Siadak One of the most engaging posts in 2016 mentioned both of them thus
Instagram post is most engaging using user handle and geo-tagger as increase engagement by
79 as indicated by Hootsuite (2020)
On the other hand Think Media Consult (2018) states that Patagoniarsquos YouTube channel
has more than 191k followers and 32 million views their videos are related to outdoor
adventures such as snowboarding skiing surfing climbing and campaign like Worn Wear
Harper (2018) highlights that Patagonia makes sure their videos tell stories rather than just
sell products the brand story is essentially told through what they focus their cameras around
on and that excitement is influenced any video or production approach The brand also post
videos explaining the process of their garment However the audience shows more
engagement on the outdoors sports videos
Moreover on Twitter the brand has 458K followers Dailey (2018) states that this is the
platform where they show more engagement directly to their social political and
Paola Pena Lozada Page 21
environmental views Their strategy is to also retweet from accounts such as Natural
Resources Defence Council Ceres News and the Environmental Defence Fund According to
Gelles (2018) President Trump announced in 2017 the size reduction of two national
monuments Bears Ears and Grand Staircase Escalante National Monuments Patagonia has
been actively involved in the preservation of Bears Ears since 2012 of the preservation
As a result Gelles (2018) adds that Patagonia took twitter to show their disagreement
ldquoThe President Stole Your Landrdquo and filed a lawsuit against the Ryan Zinke the secretary of
agriculture the chief of the Forest Service and the director of the Bureau of Land
Management Furthermore a study was taken by (Adamovic et al 2016) between November
20 2015 and January 20 2016 using analysis websites SocialMention and IceRocket they
found that Patagonia is more active on Twitter and generated more engagement with their
followers they were mentioned more than 240K tweets per day on average the majority of
the tweets were positive Yet the brand even receives more likes and retweets than its main
competitor The North Face this shows the brand strong engagement and loyal fan base as
described by (Adamovic et al 2016)
In overall Patagonia social media engagement was 31 posts on Facebook 210 tweets on
Twitter 58 photos on Instagram and 56 videos on YouTube McLaughlin (2018) highlights
that the brand maintains their support to environmental and social causes keeping a
consistent voice that reinforces their mission statement and values they promise to keep
doing responsible practices regarding sustainable procedures and recycled materials
Chapter 6 Conclusions and Further Work
Based on the findings of this case study the following conclusions are drawn
Given the finding results the researcher retain that sustainable can engage with
customers and have a higher brand engagement than non-sustainable brands In fact the triple
bottom line can help and support the implementation of sustainable business practices which
are fundamental to put into operation the principles of corporate social responsibility
Patagonias essential non-traditional campaigns set the difference to how other retail
brands should embrace environmental responsibility what makes Patagonia a pioneer in the
Paola Pena Lozada Page 22
business Although Patagonias anti-consumerism practices perform the opposite of what
traditional marketing strategies outlining its fruitful methodology of putting the planet before
company profit Furthermore by integrating political and anti-consumerism promotion in its
advertising strategies over social media and website Patagonia provokes controversy while at
the same time engage with their audience and urge them to take action for environmental and
social issues
Patagonia builds ethical awareness through marketing strategies by interfacing its
connecting its buyers to its brand Its mission is strongly recognizable through its business
model as a whole making it clear the reason they are in business is to save the planet Their
values are aligning with their corporate social responsibility creating a solid relationship
between Patagonia and their audience As indicated in the findings the more an organization
esteems and follows up on environmental and social protection efforts the higher their
consumer support As a result Patagonia is the leader in outdoor clothing by putting the
planet over profit wandering endlessly from anti-consumerism and exemplary lucrative
standards
Patagonia uses green marketing and social media platforms to build and maintain
brand loyalty among their audience Their strategy on social media platforms are not just to
sell their products they are promoting a lifestyle by telling stories through their audiencersquos
pictures and videos as well transparently storytelling of their supply chain practices and
investments for environmental activist organizations
According to the findings Patagonia most suitable social media platform to drive
sustainability is not clear as the brand use each platform to create ethical awareness
However Patagonia shows more engagement on their Twitter account directly to their
social political and environmental causes They engage with other environmental
organizations by retweeting them they have been mentioned thousands of time a day by
other accounts and even showing disagreement to faced environmental problems with the
American government
Further work
The restrictions of the case study open opportunities for new examinations in the
field As the researcher claims that both questions needs to be subject to further research it
Paola Pena Lozada Page 23
will be consider doing interviews to have a primary source such as interviewing members of
Patagonia staff and other sustainable organizations to have second opinions Future research
could apply triple bottom line on their business model In addition the researcher
recommends that future studies could utilize distinctive research techniques to investigate the
full degree of sustainable business
Chapter 7 Critical Self-Review
The researcher was confronted with a couple of limitations that affected this
examination Firstly the research was restricted to utilizing strictly online resources so as to
assemble fundamental and applicable data for the study This could create error of data or
bias that could be possibly useful to the study Secondly talking with Patagonia workers or
visiting the Patagonia shop in Dublin would have been a useful strategy to answer the second
question as the information is not clear on website searches Thirdly the researcher had
study Patagonia in previous semester this could generate an inclination on the side of
Patagonia beliefs and practices As well the researcher has a tendency of supporting
sustainable business this could be taken as a bias that acts as a restriction of the study
Finally the study was essentially assembled using qualitative research implying that the
researcher depended for the most part on online research base on Patagonia and other
sustainable brands This restricted the capacity to give measurable proof to help the
researches findings
Paola Pena Lozada Page 24
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Paola Pena Lozada Page 37
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with game-changing public relations Dallas Benbella Books Inc
Triple Pundit 2011 The Power of Why in Marketing [Online] available at
httpswwwtriplepunditcomstory2011power-why-marketing79301 [Accessed 29 April
2020]
Turletti P 2019 The Triple Bottom Line A Must for Sustainable Marketing [Online]
available at httproimarketinginstitutecomthe-triple-bottom-line [Accessed 03 December
2019]
United Nations 2019 Sustainable Development Goals [Online] available at
httpswwwunorgsustainabledevelopmentdevelopment-agenda [Accessed 05 December
2019]
United Nations 2007 Business And Climate Change Rising Public Awareness Creates
Significant Opportunity [Online] available at httpsunchronicleunorgarticlebusiness-
and-climate-change-rising-public-awareness-creates-significant-opportunity [Accessed 09
December 2019]
Verde D 2014 Social media has undermined peoples trust in brands [Online] available at
httpswwwtheguardiancomsustainable-business2014aug20social-media-has-
undermined-peoples-trust-in-brands [Accessed 29 April 2020]
Vogl E 2015 What Patagonia Learned on Its Worn Wear Mobile Repair Tour [Online]
available at httpswwwbrandchannelcom20150521patagonia-worn-wear-052015
[Accessed 29 April 2020]
Watts J 2018 We have 12 years to limit climate change catastrophe warns UN [Online]
available at httpswwwtheguardiancomenvironment2018oct08global-warming-must-
not-exceed-15c-warns-landmark-un-report [Accessed 08 December 2019]
Weishaupt P 2017 The Golden Circle of Innovative and Inspiring Leaders Companies and
Organizations [Online] available at httpsmediumcomPeteWeishauptthe-golden-circle-
Paola Pena Lozada Page 38
of-innovative-and-inspiring-leaders-companies-and-organizations-8965c95bb322 [Accessed
29 April 2020]
Whiting T 2019 Sustainable Style The Truth Behind The Marketing of HampMrsquos
Conscious Collection [Online] available at
httpsmediumcomtabithawhitingsustainable-style-the-truth-behind-the-marketing-of-h-
ms-conscious-collection-805eb7432002 [Accessed 07 December 2019]
Willard H 2019 Content Marketing and Storytelling True Love Forever [Online] available
at httpsblogwaypostmarketingcomstorytelling-and-small-business-marketing-strategies-
true-love-forever [Accessed 29 April 2020]
Wolfe I 2017 How Ethical Is Patagonia [Online] available at httpsgoodonyouecohow-
ethical-is-patagonia [Accessed 02 December 2019]
Wood J 2016 Clothing retailer HampM launches lsquoWorld Recycle Weekrsquo [Online] available
at httpswwwletsrecyclecomnewslatest-newsclothing-retailer-hm-launches-world-
recycle-week [Accessed 29 April 2020]
WWF 2019 Sustainable Agriculture Cotton [Online] available at
httpswwwworldwildlifeorgindustriescotton [Accessed 07 December 2019]
Yin R 2014 Case Study Research Design and Methods Los Angeles SAGE Publications
Inc
Zhukova K 2016 How 4 Top Instagram Brands Keep Their Competitive Advantage
[Online] Available at httpstrackmavencombloghow-4-top-instagram-brands-keep-their-
competitive-advantage-2 [Accessed 29 April 2020]
Zololkis 2010 Difference between case study and survey research [Online] available at
httpma-gocojpkidswp-includesjstinymcepluginscompat3x08-2010difference-
between-case-study-and-survey-research_9688php [Accessed 29 November 2019]
Paola Pena Lozada Page 39
- How Patagonia apply Triple Bottom Line in their marketing strategy
- What_is_Customer_Journey_Mapping_amp_Why_i
-
Paola Pena Lozada Page 1
CCT College Dublin
Assignment Cover Page
Module Title
Module Code Assignment Title Lecturer Name Student Names Student Nos Assignment Due Date Academic Year Year 1 Year 2 Year 3 DECLARATION
Applied Business Research Project
Individual Research Project
Graham Glanville
Paola Pena Lozada
2016421
I the above named student confirm that by submitting or causing the attached assignment to be submitted
to CCT I have not plagiarised any other personrsquos work in this assignment and except where appropriately
acknowledged this assignment is my own work has been expressed in my own words and has not
previously been submitted for assessment
Paola Pena Lozada Page 2
How Patagonia apply Triple Bottom Line in
their marketing strategy
Paola Pena Lozada Page 3
Abstract
A sustainable business model generates competitive advantages through the incorporation of
values and mission at social media platforms especially in the clothing sector which is the
second most pullulated in the world by changing business supply chain can impacted
environmental positively to save the planet This case study examines how Patagonia apply
triple bottom line in its marketing strategy by analysing how having an ethical awareness
drives brand engagement and the evaluation of the most appropriate Patagonia social media
platform (YouTube Facebook and Instagram) from driving the sustainability The findings of
both questions will lead to building hypothesis regarding if sustainable drives engagement
and the most suitable social media The goal of this research is to develop awareness which
can be used to integrated non sustainable organisations into their business model while
generate profit
Paola Pena Lozada Page 4
Acknowledgements
I would like to thank my teachers Tracy Gallagher and Stephen Chandler for their efforts to
bring topic such as sustainability and corporate social responsibility during their class Those
moments were the beginning of a more conscious life and this is why I chose Patagonia as a
case study for their passion with the environment and people I would also like to thank my
classmates Luis and Daniela for their support from the conceptualization of my research
giving me advised and new approaches to encounter the case study
Paola Pena Lozada Page 5
Table of Contents
Abstract 3
Acknowledgements 4
Chapters 6
Chapter 1 6
Introduction 6
Chapter 2 8
Literature Review 8
Chapter 3 Research Question(s) Goals and Objectives 12
Chapter 4 Research Design Methodology 13
Chapter 5 Results (Research Findings) 14
Chapter 6 Conclusions and Further Work 21
Chapter 7 Critical Self-Review 23
References 24
Paola Pena Lozada Page 6
Chapters
Chapter 1
Introduction
Todayrsquos economic landscape is being formed by two dominant forces technology and
globalization Lisa Rachel (2016) explains that technology has revolutionized society the
way companies communicate through marketing strategies and persuade buyers not only
selling a product but adding value to their lives through the products in other words engage
them emotionally and physically (Mendes 2019) Globalization has increased enormously in
the last century as a result of cultural exchanges and trades is integration and connection of
markets all around the world through the internet
According to Duffy (2019) globalization has played a key role in the fashion industry
the fast change in this industry is seemingly among the most critical impacts of globalization
As a result the industry has opened up to a wide range of new styles influences and methods
of production Thusly people around the world have more access as never before to so many
trends and low prices (Ledezma 2017)
Srivastava (2005) describes that the use of mobile phones the internet and social
media has changed the way people behave communicate live and work Oxford college of
marketing (2017) refers that todayrsquos society is induced by millions of brands through the
internet billboards celebrities discounts free samplings Even though if consumers are not
interested in one product marketing strategies can influence a possible buyer to make a
purchase by analyzing the culture social personal and psychological factor of the
companiesrsquo target as suggested by Thomes (2018)
Nowadays consumers are savvier IBM (2019) states that for instance they have
higher demands than previous years thus are taken the internet to educate themselves Target
audience has changed new generation ldquoMillennialrdquo are enhancing their perspectives for
brands Landrum (2017) express that they are likely to spend more money on a product if it
comes from a sustainable brand that supports environmental responsibilities practice
corporate social responsibility and use triple bottom line as the core of their business to
create shared values leading to a strong brand loyalty (IBR 2011) as a result companies are
evaluating and rethinking their brand building
Paola Pena Lozada Page 7
Companies nowadays are to think beyond profit using marketing as a tool to
demonstrate the social and environmental impact of their products a Turletti (2019)
highlights that is the reason brands use stakeholders and sustainability programs in their
marketing strategies by incorporate sustainability into the business purposes and process it
embed as the main key of a competitive advantages by applying triple bottom line in their
marketing strategy
Patagonia is the perfect example of a company that cares about the environment an
outdoor clothing company that is 100 Fair-Trade Certified established in 1973 by Yvon
Chouinard as a rock climbing supplier that sold Rugby shirt (Scholes 2019) His designs are
simple than can be wear in any weather from fleece jackets to quick-drying shorts made of
recycled nylon polyester and organic cotton Today Patagonia (2019) has 199 stores around
the world that makes gears for skiing surfing and climbing in addition it sells its specialty
lager all while remaining the benchmark for eco-friendly clothing brands According to
Patagonia (2020) one of their stores is located in Dublin where they supported grantees to the
Irish Peatland Conservation Council in Rathangan Ireland VOICE Ireland community the
Irish Seed Saver Association CLG Crann Tress for Ireland among others
Patagonia is additionally focused on the human effect of its supply chain their main
goal is to raise awareness within the society to combine with the products beyond the
engagement to the environment (Daniels Ethics 2011) Moreover Wolfe (2017) states that
they spend time analyzing the impacts of its products to fulfill customersrsquo needs by using
innovation to improve their products and process while reducing environmental impact This
case study will look at how Patagoniarsquos business model who is known for overt
consumerism still applies unconventional marketing strategy in order to remain commitment
to the planet and its customers by selling its products align with the Triple Bottom Line
framework which is a sustainability framework that examines a companyrsquos environmental
social and economic impact as stated by Fernandes (2020)
The reason why I choose Patagonia as a case study is that in recent years I have
become aware of the products I put on my skin my hair changing my toothbrush and razor
for bamboo instead of plastic As well in college I have been learning about ethical issues
corporate social responsibility Patagonia is a genuine case of a sustainable and
Paola Pena Lozada Page 8
environmentally brand that cares about the planet and people while making a profit the brand
has a clear mission which it is shared within its stakeholders becoming a successful
company By choosing Patagonia as a case study allows me to investigate its sustainable
approach organizational culture and how stakeholders are aligned to the companyrsquos values in
far more detailed and depth investigation than might be not possible with academic research
Chapter 2
Literature Review
Years ago the buyerrsquos journey was easier than now people went to a couple of sites
while searching for a product or service by comparing and made a choice dependent on that
data (Square 2 Marketing 2019) However nowadays information about a specific product
can be found in almost interminable websites Gallegos (2016) highlights that before
organizations had more capacity to persuade and dissuade clients to buy their sales
representatives were trusted in the process of buying Digital Marketing Institute (2019)
points out that today customers are savvier and able to research for a product on the internet
in seconds before going to the shop in fact 98 of consumers do not make a purchase
during the first visit to a brand site (Roesler 2018) This makes the selling process hard for
organizations hence marketing to clients is more troublesome than it used to be
Moravcikova (2018) suggest that technology and globalization have changed the way
how a brand communicates to potential buyers thousand of brand messages are delivered
every day which make difficult for a brand to stand apart among their rivals which is the
reason a considerable lot of them are starting to re-examine their current marketing
methodologies Furthermore Simsek (2019) stays that one of the most effective ways brands
can communicate with possible buyers it is to have clear the organizationrsquos mission and
vision and identify their target audience (Heibutzki 2019) thus brand can create specific
content to that audience by using social media billboards TV and radio ads among others
the target audience reception will contribute to the reputation of brands that leads to driving
sales
However Grani (2016) argues that traditional marketing can get lost in the clutter
instead some organizations are adopting a triple bottom line apply in marketing that creates
values that lead to strong brand loyalty Triple Bottom Line was first introduced 26 years ago
by Elkington (1999) a disruptive corporate tool that takes into account People Planet and
Profit While a few organizations have incorporated the Triple Bottom Line into the centre of
Paola Pena Lozada Page 9
their business numerous others have failed to demonstrate their responsibility with the
environment and people (Ginige 2016) In the wake of high unethical scandals such as
Volkswagen Diesel dupe General Motors safety cars and Takata bankruptcy for a faulty
airbag among others Unilever stands out as a good example of the TBL and CSR failure
approach (Quigley 2017)
Borelli (2017) points out that its CEO Polman stated that his personal mission with
the brand is ldquoto galvanize our company to be an effective force for goodrdquo Contradictory with
sexual harassment and environmental scandals in 2016 nearly 600 Indian workers were
exposed to mercury and in 2011 African labourers claim to be victims of sexual harassment
by their managers As a result the company suffered a declined in their sales expectations
from 28 to 22 On other findings contradictory to CSR scandals Prater (2019) puts
forward that the outdoor apparel companies such as Patagonia REI YETI Moosejaw and
Outdoor Voices they are a good example of CSR and TBL strategies while combining with
disruptive marketing as a business model that goes to the opposite direction to traditional
marketing In this case disruptive marketing takes risks it challenges conventional ways of
think within a new or existing market that provide unique content this business model cares
about customerrsquos needs by creating new products or process as a result the customer
connects more to those brands who are applying it (Barber 2018)
Brown (2016) points out that since most fashion industry companies are focused on
mass production and competitors offer similar products and services brands must distinguish
themselves to stand out of the crowd by adding value and listening to peoples needs Allchin
(2013) highlights that Patagonia campaign for Black Friday ldquoDonrsquot Buy This Jacketrdquo is the
perfect example of disruptive marketing they encouraged its customers to consider the effect
of consumerism on the environment and to buy only products that they need Although this
strategy seems to go against any marketing strategy on one of the busiest days of the year to
shop in The United States they rather gave all its money raise it on the day to charities align
with environmental awareness (Cave 2016) they has built up a solid community of people
who value the brands mission which is ldquoWe are doing business to save the planetrdquo and its
products (Patagonia 2019)
The United Nations in 2007 talks about the increase of awareness in the climate
change and corporate social responsibility throughout organizations has shaped the
Paola Pena Lozada Page 10
requirement for organizations to increase their marketing strategies (UN Chronicle 2007)
Additionally EPA (2017) claims that climate reports demonstrate constant increments in
levels of barometrical ozone and carbon dioxide and greenhouse gases Environmental
change is as of now influencing where individuals live how they live and how firms direct
business More recently The United Nations (2019) distributed 17 goals for sustainable
advancement that look to protect the planet end of poverty and improve lives They include a
scope of social needs such as responsible utilization and production education wellbeing
neediness sexual orientation equality social security among others Moreover Hackenberg
(2019) argues that companies that can commit to these goals have the potential to influence
customer inclinations and decrease the carbon footprint of the supply chain while achieving a
higher level on Corporate Social Responsible
Considering these environmental issues and how climate change is giving us only 12
years to limit and repair damages to the planet companies are urged to re-constructed their
products and process that are harming the planet (Watts 2018) The fashion industry is the
second most polluting industry in the world In 2011 European fashion industries went from
two collections to five per year (McFall-Johnsen 2019) However some brands offer
significantly more Zara produced 24 and HampM 12 every year (McFall-Johnsen 2019)
Batelier (2018) claims that only the US produced 15 million tonnes of textile waste in the last
20 years and between 80 and 100 billion pieces of clothes are made every year Thus the
entire planet is running out of time to save it as Kateman (2019) states that nowadays there is
an increase on ethical brands even old brands are changing the materials they used
HampM has attempted to be part of as a ldquosustainablerdquo brand to offset the impact that
apparel industry is having on the environment Segran (2019) in fact they launched a
ldquoconsciousrdquo collection in 2010 but the brand never explained to the consumers why that
collection was labelled as a conscious In their annual report of 2017 Hitti (2019) highlights
that HampM explains that the conscious collection was made with sustainable materials such as
organic cotton tencel and recycled polyester However Whiting (2019) explains that often
cotton is portrayed as eco-friendly material which is the worldrsquos most commonly used in the
production of clothes even though is a natural fabric it is not sustainable enough therefore
WWF (2019) points out that cotton needs 20000 litres of water to grow 1 Kg of cotton the
same amount needs to create a t-shirt and one pair of jean One event that creates awareness
within society and the fashion industry as stated by Donaghey (2015) was the collapsed of the
Paola Pena Lozada Page 11
garment factory Rana Plaza in Bangladesh where 1138 people died well known for poor
working conditions and unfair wages it was the housed of big brands such as Primark
Benetton and Mango
Fashion Revolution (2017) proves that since the disaster millions of people have
joined The Fashion Revolution to demand fair wages safety working conditions and more
transparency over 100000 people used a hash tag to ask brands whomademyclothes as a
response the supply chain of the fashion industry such as farmers factories and producers
use imadeyourclothes improving working conditions and more than 1300 factories have
been inspected Minimum wage in Cambodia and Bangladesh increase 77 over 70 brands
started to reduce toxic chemicals in their products (Fashion Revolution 2017)
It is clear that the fashion industry still one of the most polluting industries in the
world landfills are flooded with clothes the garment industry is getting bigger and moving
faster people buy clothes than ever before and the life cycle of each piece last less (Dunbar
2016) Hence the new era of sustainability is rising consumers around the globe are making
changes in their shopping habits they are motivated to be more ethical (CB Insights 2019)
While as yet consumers are still struggling with cost and awareness alongside their need to
better the world they are searching for organizations to step up as partners in their mission to
contribute to the environment (Nielsen 2018)
Organizations began in the so distant past to concede they have a job in the
environment In 1981 Freer Spreckley recommended that organizations ought to report on
their monetary outcomes but also the environmental impact In 1997 John Elkington
authored the expression Triple Bottom Line in his book as the three dimensions of
sustainable development such as people planet and profit forced companies to broaden their
circle of responsibility as described by Elkington (2004 cited in Miller et al 2007)On the
other hand triple bottom line is measure sustainability by the organizationrsquos activities
including environmental and human capital shareholders values and profitability as
proposed by Savitz (2006 cited in Slaper and Hall 2011) And more recently in 2018 Robert
Sroufe incorporated in his book the integration of Triple Bottom Line as an exceptional
management model that mixes every one of these ideas (Turletti 2019)
Paola Pena Lozada Page 12
On the other hand one activist company that has a clear understanding of the Triple
Bottom Line approach is Patagonia A well-known company that is 100 Fair-Trade
Certified established in 1973 by Yvon Chouinard as a rock climbing supplier that sold
Rugby shirt (Scholes 2019) His designs are simple than can be wear in any weather from
fleece jackets to quick-drying shorts made of recycled nylon polyester and organic cotton
Today Patagonia (2019) has 199 stores around the world that makes gears for skiing surfing
and climbing in addition it sells its specialty lager all while remaining the benchmark for
eco-friendly clothing brands
Patagonia is additionally focused on the human effect of its supply chain their main
goal is to raise awareness within the society to combine with the products beyond the
engagement to the environment (Daniels Ethics 2011) Keeping in mind that a lot of brands
teach shoppers about ecological and social issues Patagonia has demonstrated for quite a
long time that it can change its clients behaviour (Lowitt 2011)
Chapter 3 Research Question(s) Goals and Objectives
Purpose
How Patagonia apply triple bottom line in their marketing strategy
Research Questions
1 An analysis of how Patagonia having an ethical awareness drives brand engagement
2 An evaluation of Patagonia most appropriate social media platform (YouTube
Facebook and Instagram) from driving the sustainability
Objectives
bull The researcher aim to achieve a deep understanding of different approach Patagonia
use in their marketing strategy
bull The researcher considers Patagonia has more engagement on their Facebook page
bull Identify marketing techniques of sustainability and ethics to engagement with
audience
bull Collect data from previous case studies to enable to create clear and accurate
information
Paola Pena Lozada Page 13
Chapter 4 Research Design Methodology
This section aims to explain the methodology used to gather information a case study
that was developed by the researcher based on how Patagonia applies the triple bottom line in
their marketing strategy It analysed information based on secondary sources like Patagonias
website social media platforms and previous studies about the company books websites
and e-journals An analysis of sustainable company drives to brand engagement The case
study used a qualitative research methodology
Hollweck (2016) describes case study as a methodical tool that can utilize both
qualitative and quantitative the aim is to analyse information that can help clarify definitive
results because the investigation procedure comprises matching empirically observed
measures to hypothetically anticipated events On the other hand Yin (2014) states that case
study is one the most challenging research of all science attempts the objective is to gather
exhibit and break down information fairly by reading articles reports books among others
A case study is an in-depth technique that generally gives detailed and more
legitimate information about a person company groups or particular situation studied
Meanwhile surveys allow the researcher to collect data on numerous individuals or big
population so as to comprehend different opinions about a specific topic however can lead
to inaccurate information (Zololkis 2010) Moreover Irvine (2018) describes that interviews
are easier in the sense of the researcher can see peoplersquos reaction thus they feel more secure
to answer questions verbally than written down however interviews takes more time than
survey and cannot collect as many data as surveys
In overall case studies offer the most accurate data when compared to interviews and surveys
in contrast to qualitative research that helps to understand the reality of the studies if the
objective is to create a hypothetical framework that present veracity rather than the researcher
point of view along these lines it is conceivable to distinguish strategies that help the finding
of theory data as proposed (Ochieng 2009) On the other hand the case study is based on
inductive research according to Gabriel (2013) inductive approaches are mostly used in
qualitative research Furthermore it involves the search for pattern from perception and the
improvement of explanations theories for those patterns through the arrangement of
Paola Pena Lozada Page 14
hypotheses The aim is to generate meanings from the data collected in order to recognize
relationships to develop a theory
Chapter 5 Results (Research Findings)
1 An analysis of how Patagonia having an ethical awareness drives brand
engagement
According to Shaw (2018) for the last years marketing research has impacted of
consumer interaction with brands different researches have suggested that engaging
customer with a brand is an essential method in building stronger relationships and improving
brand performance as stated by (Khamitov et al 2019) Brand engagement contributes to
better organisational performance outcomes Patro (2013) describes those outcomes as
business development sales growth and brand referrals among others
However (Hollebeek et al 2014) suggests that this idea of brand engagement has
gotten recently less consideration While expressing that this concept is an interactive nature
have interpreted brand engagement as a consumer psychological responses emotional and
behavioural activity identified with customer and brand interactions (Schmitt et al 2009)
adds that those behaviours aroused by brand-related that are part of the brandrsquos design
communications and identity by combining consumer and brand lead to the memorable and
unique brand experience
Conversely NBRI (2020) suggests that brand engagement must be used externally
and internally building the brand from the inside organisations obtain a deeper engagement
with their employees helps the brand solidify and improve the brand for consumers In
addition Sinek (2009 cited in TEDcom) explains that the most successful brands think act
and communicate opposite to those less successful brands the key is to answer the three
questions of the golden circle Why How and What Weishaupt (2017) highlights that
inspirational organisations think from the inside to the outside by answering why and how
they do it and what it does
Therefore when a company communicate their values and beliefs rather than describe
their products they will attract more customer they will feel more connected as well
Paola Pena Lozada Page 15
increasing brand engagement Consequently some socially responsible brands are well
known for using the golden circle Willard (2018) believes that Toms shoes ldquowhyrdquo is to
provide free shoes to children in need one day without shoes campaign creates awareness on
global children education but at the same increase brand engagement as consumer were
sharing their Toms shoesrsquo experience by uploading pictures through social media (Naeini et
al 2015)
On the other hand Rhodes (2020) explains that Patagoniarsquos ldquowhyrdquo is clear they are in
business to save the planet one of the many ways they contribute is donating 1 of their
profits to the environmental protection and wilderness conservation However companies
pretending to be good in their marketing strategy and accused of green-washing are more
likely to fail as discussed by Sinek (2009) Perhaps the power of customer is stronger than
before maybe in future they would have the ability to shift the core values Triple Pundit
(2011) states that meanwhile customer cannot constrain companies to think differently they
have been motivated to fulfil customerrsquo needs hence have the ability to contribute to a better
world
Moreover one of the approaches Patagonia constantly engages with its audience
through campaigns where they not only focus on advertising its products but rather
Patagonia promote its brand by providing consumers with content and products that will
benefit their lives and interests as described by McLaughlin (2018) Yet they educate
motivate and assist people to recycle clothing and to have a more conscious lifestyle In fact
(Salesforce 2016) highlights that many companies once the customer journey is over they
stop the interaction brand-customer However Patagonia extends their customer experience
interaction by providing their customer with additional materials newsletters events social
media public engagement blogs Besides Nastu (2017) explains that Patagonia demonstrate
its sustainable supply chain activities including how they made its Fair Trade Certified
garments in the effort to impact in a positive way their factory workers as well as to educate
their customer where the materials come from
Patagonia campaign ldquoDonrsquot Wear This Jacketrdquo is the perfect example of how ethical
awareness drives brand engagement thus increases sales Thangavelu (2020) points out that
just nine months after the campaign was released Patagonia sales were up by $543 million
Additionally Dkaizer (2017) indicates that the interactive film experience devoted to
Paola Pena Lozada Page 16
protecting bears ears was watched 112852 views in two weeks the brand emphasizes their
loyalty to corporate social responsibility and their target audience Therefore brand content
generates actions that contribute to brand engagement
In addition MacKinnon (2015) explains that the Worn Wear is a campaign to extend
the life of Patagoniarsquos products and to encourage discussions about harming the planet by a
global economy that depends on consumerism Instead the brand provides customers with the
chance to have their Patagonia garments repaired or trade in order to receive credit to buy a
new or used garment Alongside Vogl (2015) explains that Patagonia constructed a
sustainable truck to travel around America and repair clothes on the way during the journey
the truck served as a storyteller in a way that customer engaged even more with the brand by
sharing their experiences Collier (2018) states that the campaign congregates up to 11075
attendants in total making it a success for the company
Nevertheless anti-consumerism marketing strategy encourage customer to think not to
buy Penhollow (2015) adds that as well helps Patagonia to build brand awareness outside
and inside its community of followers as a result the company sees double-digit annual
growth As a result of Worn Wear success campaign Patagonia created a website where
clients can buy thrifted Patagonia clothing as described by Patagonia (2020) At the same
time customer can shared their experiences on the website through the section The Stories
We Wear Baillargeon (2016) states that this offers customers the chance to share
memorable experiences and moments wearing the brandrsquos garments and how Worn Wear
has given their garments another opportunity
On the other hand Patagonia every two years has held the ldquoTools Conferencesrdquo by
throughout training an entire generation of activists Patagonia (1997) highlights that they
gather leaders to share their experiences with advocates from grassroots environmental
groups which Patagonia has associated through their donations programs Moreover
Patagonia (2017) states that the brand imparts their wisdom even on those who are not
Patagoniarsquos customer any individual can request a representative from Patagonia to talk at
events This is a piece of Patagonias strategic shows how passionate they are about what they
have believed in
Paola Pena Lozada Page 17
Moreover the brand is getting their message all around the world even for those who are
not advocated saving the planet McLaughlin (2018) affirms that the conferencersquos goal is to
motivate their audience and empower them to create ideas regarding how they can contribute
to face the environmental crisis Nevertheless Patagonia is enthusiastic about connecting
with each one of the individuals who visit their site and continually want feedback on how to
be a better brand Certainly according to Clarke (2006) Patagonia applies Triple Bottom Line
approach by keeping people planet and profit at the core of what they do This causes
customer to be part of the procedures and for instance in makes them more engaged with the
brand
Furthermore North Face is an outdoor brand that is very similar to Patagonia although
North Face share similar values regarding saving the wilderness the brand is more engaged
to drive advertising that increase annuals profit and consumer-based as explained by
Timbrook (2020) On the contrary Meltzer (2017) highlights that Patagonia is more focused
on reducing their footprint applying strict environmental guidelines on material recycling
and encouraging consumers to take actions over the planet
Patagoniarsquos owner believes that the key of their business success is that purpose is not
taken as a strategy rather is the purpose of why the brand exists Robertson (2019) explains
that in the sense of Patagonia their mission statement is clear they are in business to save the
world He stated that purpose impacts beliefs and values which then impact directly to his
employeesrsquo behaviour as well as his customers
Patagoniarsquos ant-consumerism strategy increase brand awareness as their values are
aligned with environmental and social causes and target market creating a strong relationship
between them According to (Zhao et al 2016) the more companiesrsquo values are aligned with
environmental protection the higher the consumer respond for their products making long-
term profits for the company Hence Patagonia efforts on corporate social responsibility and
ripple bottom line approach are reflected as story of the brandrsquo mission and values which are
clearly recognizable all through its business plan as a whole as discussed by Kelley (2015)
Paola Pena Lozada Page 18
2 An evaluation of Patagonia most appropriate social media platform (YouTube
Facebook and Instagram) from driving the sustainability
Over the most recent decade sustainability and social media have been playing an
increasingly significant job in the manner that organizations talk about themselves Carpenter
and Takahashi (2016) state that together social media and sustainability have opened a new
path to push companies to revaluate their role in society and how their business activities
affect the planet Thus leading to new levels of transparency higher commitment aligned
between companies people and communities as described by Cushman (2014)
According to Verde (2014) social media provides a large number of advantages
including customer trust for companies involved in sustainability they must be able to
adequately convey their efforts Thus social media can benefit sustainable organisations to
communicate effectively while increasing their brand reputation However Dossa (2020)
suggest that engaging sustainability not only includes sharing information perhaps the most
significant part is to engage and listen to their stakeholders are essentials elements for
efficient communication which makes social a great tool to transmit such interactive
dialogues
Conversely Mainwaring (2011) highlights that social media can be used as a strong
weapon against those companies that are not committed to the environment and are harming
the planet For instance people and sustainable organisation are using social media to force
businesses adopting environmental practices by changing their corporate behaviour around
the world as well as putting pressure on governments to act on the environmental changes as
described by (Ali et al 2015)
Moreover Genc (2017) suggest that organisations must then select proper channels to
communicate their efforts on environmental and social causes engaging with the right
audience through the amount of advertisements that are distributed in all social media
platforms while competing for userrsquos attention According to Chaffey (2020) there are 380
billion monthly active users on social media what makes sustainable growth stands out in a
digitalized vast world rather than just presenting reports of sustainability A company like
HampM have raised the social media fails to successfully engage with their audience on their
sustainable efforts
Paola Pena Lozada Page 19
According to Wood (2016) HampM has been applying a solid campaign on social media to
raise awareness of the environmental issues caused by the fast fashion industry using the
hashtag WorldRecycleWeek HampM urged consumers to recycle unwanted garments at their
stores Although many consumers have questioned their corporate behaviour the brand is
seen as green-washing However they used their social media to engage with the critics and
respond openly through exposure and consciousness of their sustainability efforts as stated by
Segran (2019)
On the other hand Hughes (2016) says that Tomrsquos shoes frequently use social media to
raise social issues once a year they promote the hashtag withoutshoes Tomsrsquo campaign
One Day without Shoes bring awareness about childrenrsquos health in 2015 they gave over
27000 shoes to children in need According to Erskine (2020) the challenge is to understand
how to successfully engage with their target audience on sustainable topics using appropriate
social media platforms For instance sustainable brands have been much slower to adapt in
the digitalised world however they are finding ways to drive engagement on critical issues
such as the use of social media as suggested by Osburg and Lohrmann (2017)
In the case of Patagonia Drawbridge (2018) suggests that the brand purpose and
storytelling plays a significant role in their non-conventional green marketing to build brand
loyalty with its consumers According to Engagement Labs Patagonia (2016 cited in Briggs
2016) enlists user-generated content through images videos landscapes stories to promote
and gain the most Sonsev (2019) argues that rather than advertising its garments the brand
uses campaigns to educate their audience by sharing environmental and social issues
encouraging buyers to lower their carbon footprint and create awareness of consumerism by
continuously linking back to its core values and mission
Furthermore Boniface (2019) adds that Patagonia utilizes social platforms to share data
on new developments in innovation While numerous individuals are against seeing
commercials on social media supporters of the environment and many others would be less
opposed to seeing data on ecological and social issues Thangavelu (2020) suggests that this
gives Patagonia an advantage in its capacity to market to clients without appearing to be
repressive Moreover Beer (2018) explains that Patagonia utilizes different social media
platforms such as Facebook YouTube Instagram Twitter and a Blog they are not all
Paola Pena Lozada Page 20
posting about very similar things their marketing approach is to post different information
between them Their target audience are the generation X and millennials who have
disposable income the brand cares more about quality instead of quantity and appreciate the
value in spending more money for a piece of garment that will last longer as described by
Klara (2016)
However when it comes to events they use all the platforms to advertise Influencer
Marketing Hub (2020) explains that Patagonia knows how to match ads with its target
audience on Facebook where they have 17 million followers Torossian (2011) adds that
followers can discover blogs of adventurers outdoorsman and environmentalists post related
to social and environmental groups and events pages In fact in 2016 the brand had the
highest engagement score between among sports apparel brands on Facebook as highlighted
by Briggs (2016)
Whereas on Instagram Patagonia have 44 million followers they are more focus on
posting charming photos mostly taken by their customer wearing the garments and outdoor
adventures a great strategy of connecting with Patagoniarsquos loyal audience as explained by
Berger (2016) According to Zhukova (2016) Patagonias partnership help builds a strong
engagement with their audiences such as photographer and adventures like Mikey Schaefer
and Austin Siadak One of the most engaging posts in 2016 mentioned both of them thus
Instagram post is most engaging using user handle and geo-tagger as increase engagement by
79 as indicated by Hootsuite (2020)
On the other hand Think Media Consult (2018) states that Patagoniarsquos YouTube channel
has more than 191k followers and 32 million views their videos are related to outdoor
adventures such as snowboarding skiing surfing climbing and campaign like Worn Wear
Harper (2018) highlights that Patagonia makes sure their videos tell stories rather than just
sell products the brand story is essentially told through what they focus their cameras around
on and that excitement is influenced any video or production approach The brand also post
videos explaining the process of their garment However the audience shows more
engagement on the outdoors sports videos
Moreover on Twitter the brand has 458K followers Dailey (2018) states that this is the
platform where they show more engagement directly to their social political and
Paola Pena Lozada Page 21
environmental views Their strategy is to also retweet from accounts such as Natural
Resources Defence Council Ceres News and the Environmental Defence Fund According to
Gelles (2018) President Trump announced in 2017 the size reduction of two national
monuments Bears Ears and Grand Staircase Escalante National Monuments Patagonia has
been actively involved in the preservation of Bears Ears since 2012 of the preservation
As a result Gelles (2018) adds that Patagonia took twitter to show their disagreement
ldquoThe President Stole Your Landrdquo and filed a lawsuit against the Ryan Zinke the secretary of
agriculture the chief of the Forest Service and the director of the Bureau of Land
Management Furthermore a study was taken by (Adamovic et al 2016) between November
20 2015 and January 20 2016 using analysis websites SocialMention and IceRocket they
found that Patagonia is more active on Twitter and generated more engagement with their
followers they were mentioned more than 240K tweets per day on average the majority of
the tweets were positive Yet the brand even receives more likes and retweets than its main
competitor The North Face this shows the brand strong engagement and loyal fan base as
described by (Adamovic et al 2016)
In overall Patagonia social media engagement was 31 posts on Facebook 210 tweets on
Twitter 58 photos on Instagram and 56 videos on YouTube McLaughlin (2018) highlights
that the brand maintains their support to environmental and social causes keeping a
consistent voice that reinforces their mission statement and values they promise to keep
doing responsible practices regarding sustainable procedures and recycled materials
Chapter 6 Conclusions and Further Work
Based on the findings of this case study the following conclusions are drawn
Given the finding results the researcher retain that sustainable can engage with
customers and have a higher brand engagement than non-sustainable brands In fact the triple
bottom line can help and support the implementation of sustainable business practices which
are fundamental to put into operation the principles of corporate social responsibility
Patagonias essential non-traditional campaigns set the difference to how other retail
brands should embrace environmental responsibility what makes Patagonia a pioneer in the
Paola Pena Lozada Page 22
business Although Patagonias anti-consumerism practices perform the opposite of what
traditional marketing strategies outlining its fruitful methodology of putting the planet before
company profit Furthermore by integrating political and anti-consumerism promotion in its
advertising strategies over social media and website Patagonia provokes controversy while at
the same time engage with their audience and urge them to take action for environmental and
social issues
Patagonia builds ethical awareness through marketing strategies by interfacing its
connecting its buyers to its brand Its mission is strongly recognizable through its business
model as a whole making it clear the reason they are in business is to save the planet Their
values are aligning with their corporate social responsibility creating a solid relationship
between Patagonia and their audience As indicated in the findings the more an organization
esteems and follows up on environmental and social protection efforts the higher their
consumer support As a result Patagonia is the leader in outdoor clothing by putting the
planet over profit wandering endlessly from anti-consumerism and exemplary lucrative
standards
Patagonia uses green marketing and social media platforms to build and maintain
brand loyalty among their audience Their strategy on social media platforms are not just to
sell their products they are promoting a lifestyle by telling stories through their audiencersquos
pictures and videos as well transparently storytelling of their supply chain practices and
investments for environmental activist organizations
According to the findings Patagonia most suitable social media platform to drive
sustainability is not clear as the brand use each platform to create ethical awareness
However Patagonia shows more engagement on their Twitter account directly to their
social political and environmental causes They engage with other environmental
organizations by retweeting them they have been mentioned thousands of time a day by
other accounts and even showing disagreement to faced environmental problems with the
American government
Further work
The restrictions of the case study open opportunities for new examinations in the
field As the researcher claims that both questions needs to be subject to further research it
Paola Pena Lozada Page 23
will be consider doing interviews to have a primary source such as interviewing members of
Patagonia staff and other sustainable organizations to have second opinions Future research
could apply triple bottom line on their business model In addition the researcher
recommends that future studies could utilize distinctive research techniques to investigate the
full degree of sustainable business
Chapter 7 Critical Self-Review
The researcher was confronted with a couple of limitations that affected this
examination Firstly the research was restricted to utilizing strictly online resources so as to
assemble fundamental and applicable data for the study This could create error of data or
bias that could be possibly useful to the study Secondly talking with Patagonia workers or
visiting the Patagonia shop in Dublin would have been a useful strategy to answer the second
question as the information is not clear on website searches Thirdly the researcher had
study Patagonia in previous semester this could generate an inclination on the side of
Patagonia beliefs and practices As well the researcher has a tendency of supporting
sustainable business this could be taken as a bias that acts as a restriction of the study
Finally the study was essentially assembled using qualitative research implying that the
researcher depended for the most part on online research base on Patagonia and other
sustainable brands This restricted the capacity to give measurable proof to help the
researches findings
Paola Pena Lozada Page 24
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httpswwwresearchgatenetpublication228168877_Brand_experience_What_Is_It_How_I
s_It_Measured_Does_It_Affect_Loyalty [Accessed 29 April 2020]
Scholes B 2019 Patagonia An Industry Legend Since 1973 [Online] available at
httpswwwpapertrailioblogpatagoniaXfATWJP7TIU [Accessed 05 December 2019]
Segran E 2019 HampM Zara and other fashion brands are tricking shoppers with vague
sustainability claims [Online] available at httpswwwfastcompanycom90385370hm-
zara-and-other-fashion-brands-are-tricking-consumers-with-vague-sustainability-claims
[Accessed 09 December 2019]
Shaw A 2018 Digital Marketing Trends That Are Changing The Way We Market To
Consumers [Online] Available at
httpswwwforbescomsitesforbescommunicationscouncil20180829digital-marketing-
trends-that-are-changing-the-way-we-market-to-consumers5291c0b36891 [Accessed 29
April 2020]
Simsek Y 2019 Inspiring Digital Marketing Agency Vision And Mission Statements
[Online] available at httpsdigitalagencynetworkcominspiring-digital-marketing-agency-
vision-and-mission-statements [Accessed 04 December 2019]
Slaper T and Hall T 2011 The triple bottom line what is it and how does it work Indiana
business review 8(6) pp 4-8
Paola Pena Lozada Page 36
Sonsev V 2019 Patagoniarsquos Focus On Its Brand Purpose Is Great For Business [Online]
available at httpswwwforbescomsitesveronikasonsev20191127patagonias-focus-on-
its-brand-purpose-is-great-for-business2fecf5c154cb [Accessed 29 April 2020]
Square 2 Marketing 2019 The new buyer journey why the sales funnel is failing you
[Online] available at httpswwwsquare2marketingcomthe-new-buyer-journey [Accessed
29 November 2019]
Srivastava L 2005 Mobile phones and the evolution of social behaviour [Online] available
at
httpswwwresearchgatenetpublication220208396_Mobile_phones_and_the_evolution_of
_social_behavior [Accessed 29 November 2019]
TED 2009 How great leaders inspire action [Online] available at
httpswwwtedcomtalkssimon_sinek_how_great_leaders_inspire_actionup-
nextlanguage=en [Accessed 29 April 2020]
Thangavelu P 2020 The Success of Patagonias Marketing Strategy [Online] available at
httpswwwinvestopediacomarticlespersonal-finance070715success-patagonias-
marketing-strategyasp [Accessed 29 April 2020]
Think Media Consult 2018 Case Study Social Media Strategy - What Patagonia Can Teach
Us All [Online] Available at httpswwwthinkmediaconsultcomthink-media-consulting-
blogcase-study-patagonia-social-media-strategy [Accessed 29 April 2020]
Thomes J 2018 5 Marketing Strategies to Influence Consumer Purchasing Behaviour
[Online] available at httpsmediumcomjohnnoels5-marketing-strategies-to-influence-
consumer-purchasing-behavior-bb6926e00844 [Accessed 29 November 2019]
Timbrook R 2020 North Face vs Patagonia Who Makes The Best Outdoor Gear [Online]
available at httpsexpertworldtravelcomnorth-face-vs-patagonia [Accessed 29 April
2020]
Paola Pena Lozada Page 37
Torossian R 2011 For immediate release shape minds build brands and deliver results
with game-changing public relations Dallas Benbella Books Inc
Triple Pundit 2011 The Power of Why in Marketing [Online] available at
httpswwwtriplepunditcomstory2011power-why-marketing79301 [Accessed 29 April
2020]
Turletti P 2019 The Triple Bottom Line A Must for Sustainable Marketing [Online]
available at httproimarketinginstitutecomthe-triple-bottom-line [Accessed 03 December
2019]
United Nations 2019 Sustainable Development Goals [Online] available at
httpswwwunorgsustainabledevelopmentdevelopment-agenda [Accessed 05 December
2019]
United Nations 2007 Business And Climate Change Rising Public Awareness Creates
Significant Opportunity [Online] available at httpsunchronicleunorgarticlebusiness-
and-climate-change-rising-public-awareness-creates-significant-opportunity [Accessed 09
December 2019]
Verde D 2014 Social media has undermined peoples trust in brands [Online] available at
httpswwwtheguardiancomsustainable-business2014aug20social-media-has-
undermined-peoples-trust-in-brands [Accessed 29 April 2020]
Vogl E 2015 What Patagonia Learned on Its Worn Wear Mobile Repair Tour [Online]
available at httpswwwbrandchannelcom20150521patagonia-worn-wear-052015
[Accessed 29 April 2020]
Watts J 2018 We have 12 years to limit climate change catastrophe warns UN [Online]
available at httpswwwtheguardiancomenvironment2018oct08global-warming-must-
not-exceed-15c-warns-landmark-un-report [Accessed 08 December 2019]
Weishaupt P 2017 The Golden Circle of Innovative and Inspiring Leaders Companies and
Organizations [Online] available at httpsmediumcomPeteWeishauptthe-golden-circle-
Paola Pena Lozada Page 38
of-innovative-and-inspiring-leaders-companies-and-organizations-8965c95bb322 [Accessed
29 April 2020]
Whiting T 2019 Sustainable Style The Truth Behind The Marketing of HampMrsquos
Conscious Collection [Online] available at
httpsmediumcomtabithawhitingsustainable-style-the-truth-behind-the-marketing-of-h-
ms-conscious-collection-805eb7432002 [Accessed 07 December 2019]
Willard H 2019 Content Marketing and Storytelling True Love Forever [Online] available
at httpsblogwaypostmarketingcomstorytelling-and-small-business-marketing-strategies-
true-love-forever [Accessed 29 April 2020]
Wolfe I 2017 How Ethical Is Patagonia [Online] available at httpsgoodonyouecohow-
ethical-is-patagonia [Accessed 02 December 2019]
Wood J 2016 Clothing retailer HampM launches lsquoWorld Recycle Weekrsquo [Online] available
at httpswwwletsrecyclecomnewslatest-newsclothing-retailer-hm-launches-world-
recycle-week [Accessed 29 April 2020]
WWF 2019 Sustainable Agriculture Cotton [Online] available at
httpswwwworldwildlifeorgindustriescotton [Accessed 07 December 2019]
Yin R 2014 Case Study Research Design and Methods Los Angeles SAGE Publications
Inc
Zhukova K 2016 How 4 Top Instagram Brands Keep Their Competitive Advantage
[Online] Available at httpstrackmavencombloghow-4-top-instagram-brands-keep-their-
competitive-advantage-2 [Accessed 29 April 2020]
Zololkis 2010 Difference between case study and survey research [Online] available at
httpma-gocojpkidswp-includesjstinymcepluginscompat3x08-2010difference-
between-case-study-and-survey-research_9688php [Accessed 29 November 2019]
Paola Pena Lozada Page 39
- How Patagonia apply Triple Bottom Line in their marketing strategy
- What_is_Customer_Journey_Mapping_amp_Why_i
-
Paola Pena Lozada Page 2
How Patagonia apply Triple Bottom Line in
their marketing strategy
Paola Pena Lozada Page 3
Abstract
A sustainable business model generates competitive advantages through the incorporation of
values and mission at social media platforms especially in the clothing sector which is the
second most pullulated in the world by changing business supply chain can impacted
environmental positively to save the planet This case study examines how Patagonia apply
triple bottom line in its marketing strategy by analysing how having an ethical awareness
drives brand engagement and the evaluation of the most appropriate Patagonia social media
platform (YouTube Facebook and Instagram) from driving the sustainability The findings of
both questions will lead to building hypothesis regarding if sustainable drives engagement
and the most suitable social media The goal of this research is to develop awareness which
can be used to integrated non sustainable organisations into their business model while
generate profit
Paola Pena Lozada Page 4
Acknowledgements
I would like to thank my teachers Tracy Gallagher and Stephen Chandler for their efforts to
bring topic such as sustainability and corporate social responsibility during their class Those
moments were the beginning of a more conscious life and this is why I chose Patagonia as a
case study for their passion with the environment and people I would also like to thank my
classmates Luis and Daniela for their support from the conceptualization of my research
giving me advised and new approaches to encounter the case study
Paola Pena Lozada Page 5
Table of Contents
Abstract 3
Acknowledgements 4
Chapters 6
Chapter 1 6
Introduction 6
Chapter 2 8
Literature Review 8
Chapter 3 Research Question(s) Goals and Objectives 12
Chapter 4 Research Design Methodology 13
Chapter 5 Results (Research Findings) 14
Chapter 6 Conclusions and Further Work 21
Chapter 7 Critical Self-Review 23
References 24
Paola Pena Lozada Page 6
Chapters
Chapter 1
Introduction
Todayrsquos economic landscape is being formed by two dominant forces technology and
globalization Lisa Rachel (2016) explains that technology has revolutionized society the
way companies communicate through marketing strategies and persuade buyers not only
selling a product but adding value to their lives through the products in other words engage
them emotionally and physically (Mendes 2019) Globalization has increased enormously in
the last century as a result of cultural exchanges and trades is integration and connection of
markets all around the world through the internet
According to Duffy (2019) globalization has played a key role in the fashion industry
the fast change in this industry is seemingly among the most critical impacts of globalization
As a result the industry has opened up to a wide range of new styles influences and methods
of production Thusly people around the world have more access as never before to so many
trends and low prices (Ledezma 2017)
Srivastava (2005) describes that the use of mobile phones the internet and social
media has changed the way people behave communicate live and work Oxford college of
marketing (2017) refers that todayrsquos society is induced by millions of brands through the
internet billboards celebrities discounts free samplings Even though if consumers are not
interested in one product marketing strategies can influence a possible buyer to make a
purchase by analyzing the culture social personal and psychological factor of the
companiesrsquo target as suggested by Thomes (2018)
Nowadays consumers are savvier IBM (2019) states that for instance they have
higher demands than previous years thus are taken the internet to educate themselves Target
audience has changed new generation ldquoMillennialrdquo are enhancing their perspectives for
brands Landrum (2017) express that they are likely to spend more money on a product if it
comes from a sustainable brand that supports environmental responsibilities practice
corporate social responsibility and use triple bottom line as the core of their business to
create shared values leading to a strong brand loyalty (IBR 2011) as a result companies are
evaluating and rethinking their brand building
Paola Pena Lozada Page 7
Companies nowadays are to think beyond profit using marketing as a tool to
demonstrate the social and environmental impact of their products a Turletti (2019)
highlights that is the reason brands use stakeholders and sustainability programs in their
marketing strategies by incorporate sustainability into the business purposes and process it
embed as the main key of a competitive advantages by applying triple bottom line in their
marketing strategy
Patagonia is the perfect example of a company that cares about the environment an
outdoor clothing company that is 100 Fair-Trade Certified established in 1973 by Yvon
Chouinard as a rock climbing supplier that sold Rugby shirt (Scholes 2019) His designs are
simple than can be wear in any weather from fleece jackets to quick-drying shorts made of
recycled nylon polyester and organic cotton Today Patagonia (2019) has 199 stores around
the world that makes gears for skiing surfing and climbing in addition it sells its specialty
lager all while remaining the benchmark for eco-friendly clothing brands According to
Patagonia (2020) one of their stores is located in Dublin where they supported grantees to the
Irish Peatland Conservation Council in Rathangan Ireland VOICE Ireland community the
Irish Seed Saver Association CLG Crann Tress for Ireland among others
Patagonia is additionally focused on the human effect of its supply chain their main
goal is to raise awareness within the society to combine with the products beyond the
engagement to the environment (Daniels Ethics 2011) Moreover Wolfe (2017) states that
they spend time analyzing the impacts of its products to fulfill customersrsquo needs by using
innovation to improve their products and process while reducing environmental impact This
case study will look at how Patagoniarsquos business model who is known for overt
consumerism still applies unconventional marketing strategy in order to remain commitment
to the planet and its customers by selling its products align with the Triple Bottom Line
framework which is a sustainability framework that examines a companyrsquos environmental
social and economic impact as stated by Fernandes (2020)
The reason why I choose Patagonia as a case study is that in recent years I have
become aware of the products I put on my skin my hair changing my toothbrush and razor
for bamboo instead of plastic As well in college I have been learning about ethical issues
corporate social responsibility Patagonia is a genuine case of a sustainable and
Paola Pena Lozada Page 8
environmentally brand that cares about the planet and people while making a profit the brand
has a clear mission which it is shared within its stakeholders becoming a successful
company By choosing Patagonia as a case study allows me to investigate its sustainable
approach organizational culture and how stakeholders are aligned to the companyrsquos values in
far more detailed and depth investigation than might be not possible with academic research
Chapter 2
Literature Review
Years ago the buyerrsquos journey was easier than now people went to a couple of sites
while searching for a product or service by comparing and made a choice dependent on that
data (Square 2 Marketing 2019) However nowadays information about a specific product
can be found in almost interminable websites Gallegos (2016) highlights that before
organizations had more capacity to persuade and dissuade clients to buy their sales
representatives were trusted in the process of buying Digital Marketing Institute (2019)
points out that today customers are savvier and able to research for a product on the internet
in seconds before going to the shop in fact 98 of consumers do not make a purchase
during the first visit to a brand site (Roesler 2018) This makes the selling process hard for
organizations hence marketing to clients is more troublesome than it used to be
Moravcikova (2018) suggest that technology and globalization have changed the way
how a brand communicates to potential buyers thousand of brand messages are delivered
every day which make difficult for a brand to stand apart among their rivals which is the
reason a considerable lot of them are starting to re-examine their current marketing
methodologies Furthermore Simsek (2019) stays that one of the most effective ways brands
can communicate with possible buyers it is to have clear the organizationrsquos mission and
vision and identify their target audience (Heibutzki 2019) thus brand can create specific
content to that audience by using social media billboards TV and radio ads among others
the target audience reception will contribute to the reputation of brands that leads to driving
sales
However Grani (2016) argues that traditional marketing can get lost in the clutter
instead some organizations are adopting a triple bottom line apply in marketing that creates
values that lead to strong brand loyalty Triple Bottom Line was first introduced 26 years ago
by Elkington (1999) a disruptive corporate tool that takes into account People Planet and
Profit While a few organizations have incorporated the Triple Bottom Line into the centre of
Paola Pena Lozada Page 9
their business numerous others have failed to demonstrate their responsibility with the
environment and people (Ginige 2016) In the wake of high unethical scandals such as
Volkswagen Diesel dupe General Motors safety cars and Takata bankruptcy for a faulty
airbag among others Unilever stands out as a good example of the TBL and CSR failure
approach (Quigley 2017)
Borelli (2017) points out that its CEO Polman stated that his personal mission with
the brand is ldquoto galvanize our company to be an effective force for goodrdquo Contradictory with
sexual harassment and environmental scandals in 2016 nearly 600 Indian workers were
exposed to mercury and in 2011 African labourers claim to be victims of sexual harassment
by their managers As a result the company suffered a declined in their sales expectations
from 28 to 22 On other findings contradictory to CSR scandals Prater (2019) puts
forward that the outdoor apparel companies such as Patagonia REI YETI Moosejaw and
Outdoor Voices they are a good example of CSR and TBL strategies while combining with
disruptive marketing as a business model that goes to the opposite direction to traditional
marketing In this case disruptive marketing takes risks it challenges conventional ways of
think within a new or existing market that provide unique content this business model cares
about customerrsquos needs by creating new products or process as a result the customer
connects more to those brands who are applying it (Barber 2018)
Brown (2016) points out that since most fashion industry companies are focused on
mass production and competitors offer similar products and services brands must distinguish
themselves to stand out of the crowd by adding value and listening to peoples needs Allchin
(2013) highlights that Patagonia campaign for Black Friday ldquoDonrsquot Buy This Jacketrdquo is the
perfect example of disruptive marketing they encouraged its customers to consider the effect
of consumerism on the environment and to buy only products that they need Although this
strategy seems to go against any marketing strategy on one of the busiest days of the year to
shop in The United States they rather gave all its money raise it on the day to charities align
with environmental awareness (Cave 2016) they has built up a solid community of people
who value the brands mission which is ldquoWe are doing business to save the planetrdquo and its
products (Patagonia 2019)
The United Nations in 2007 talks about the increase of awareness in the climate
change and corporate social responsibility throughout organizations has shaped the
Paola Pena Lozada Page 10
requirement for organizations to increase their marketing strategies (UN Chronicle 2007)
Additionally EPA (2017) claims that climate reports demonstrate constant increments in
levels of barometrical ozone and carbon dioxide and greenhouse gases Environmental
change is as of now influencing where individuals live how they live and how firms direct
business More recently The United Nations (2019) distributed 17 goals for sustainable
advancement that look to protect the planet end of poverty and improve lives They include a
scope of social needs such as responsible utilization and production education wellbeing
neediness sexual orientation equality social security among others Moreover Hackenberg
(2019) argues that companies that can commit to these goals have the potential to influence
customer inclinations and decrease the carbon footprint of the supply chain while achieving a
higher level on Corporate Social Responsible
Considering these environmental issues and how climate change is giving us only 12
years to limit and repair damages to the planet companies are urged to re-constructed their
products and process that are harming the planet (Watts 2018) The fashion industry is the
second most polluting industry in the world In 2011 European fashion industries went from
two collections to five per year (McFall-Johnsen 2019) However some brands offer
significantly more Zara produced 24 and HampM 12 every year (McFall-Johnsen 2019)
Batelier (2018) claims that only the US produced 15 million tonnes of textile waste in the last
20 years and between 80 and 100 billion pieces of clothes are made every year Thus the
entire planet is running out of time to save it as Kateman (2019) states that nowadays there is
an increase on ethical brands even old brands are changing the materials they used
HampM has attempted to be part of as a ldquosustainablerdquo brand to offset the impact that
apparel industry is having on the environment Segran (2019) in fact they launched a
ldquoconsciousrdquo collection in 2010 but the brand never explained to the consumers why that
collection was labelled as a conscious In their annual report of 2017 Hitti (2019) highlights
that HampM explains that the conscious collection was made with sustainable materials such as
organic cotton tencel and recycled polyester However Whiting (2019) explains that often
cotton is portrayed as eco-friendly material which is the worldrsquos most commonly used in the
production of clothes even though is a natural fabric it is not sustainable enough therefore
WWF (2019) points out that cotton needs 20000 litres of water to grow 1 Kg of cotton the
same amount needs to create a t-shirt and one pair of jean One event that creates awareness
within society and the fashion industry as stated by Donaghey (2015) was the collapsed of the
Paola Pena Lozada Page 11
garment factory Rana Plaza in Bangladesh where 1138 people died well known for poor
working conditions and unfair wages it was the housed of big brands such as Primark
Benetton and Mango
Fashion Revolution (2017) proves that since the disaster millions of people have
joined The Fashion Revolution to demand fair wages safety working conditions and more
transparency over 100000 people used a hash tag to ask brands whomademyclothes as a
response the supply chain of the fashion industry such as farmers factories and producers
use imadeyourclothes improving working conditions and more than 1300 factories have
been inspected Minimum wage in Cambodia and Bangladesh increase 77 over 70 brands
started to reduce toxic chemicals in their products (Fashion Revolution 2017)
It is clear that the fashion industry still one of the most polluting industries in the
world landfills are flooded with clothes the garment industry is getting bigger and moving
faster people buy clothes than ever before and the life cycle of each piece last less (Dunbar
2016) Hence the new era of sustainability is rising consumers around the globe are making
changes in their shopping habits they are motivated to be more ethical (CB Insights 2019)
While as yet consumers are still struggling with cost and awareness alongside their need to
better the world they are searching for organizations to step up as partners in their mission to
contribute to the environment (Nielsen 2018)
Organizations began in the so distant past to concede they have a job in the
environment In 1981 Freer Spreckley recommended that organizations ought to report on
their monetary outcomes but also the environmental impact In 1997 John Elkington
authored the expression Triple Bottom Line in his book as the three dimensions of
sustainable development such as people planet and profit forced companies to broaden their
circle of responsibility as described by Elkington (2004 cited in Miller et al 2007)On the
other hand triple bottom line is measure sustainability by the organizationrsquos activities
including environmental and human capital shareholders values and profitability as
proposed by Savitz (2006 cited in Slaper and Hall 2011) And more recently in 2018 Robert
Sroufe incorporated in his book the integration of Triple Bottom Line as an exceptional
management model that mixes every one of these ideas (Turletti 2019)
Paola Pena Lozada Page 12
On the other hand one activist company that has a clear understanding of the Triple
Bottom Line approach is Patagonia A well-known company that is 100 Fair-Trade
Certified established in 1973 by Yvon Chouinard as a rock climbing supplier that sold
Rugby shirt (Scholes 2019) His designs are simple than can be wear in any weather from
fleece jackets to quick-drying shorts made of recycled nylon polyester and organic cotton
Today Patagonia (2019) has 199 stores around the world that makes gears for skiing surfing
and climbing in addition it sells its specialty lager all while remaining the benchmark for
eco-friendly clothing brands
Patagonia is additionally focused on the human effect of its supply chain their main
goal is to raise awareness within the society to combine with the products beyond the
engagement to the environment (Daniels Ethics 2011) Keeping in mind that a lot of brands
teach shoppers about ecological and social issues Patagonia has demonstrated for quite a
long time that it can change its clients behaviour (Lowitt 2011)
Chapter 3 Research Question(s) Goals and Objectives
Purpose
How Patagonia apply triple bottom line in their marketing strategy
Research Questions
1 An analysis of how Patagonia having an ethical awareness drives brand engagement
2 An evaluation of Patagonia most appropriate social media platform (YouTube
Facebook and Instagram) from driving the sustainability
Objectives
bull The researcher aim to achieve a deep understanding of different approach Patagonia
use in their marketing strategy
bull The researcher considers Patagonia has more engagement on their Facebook page
bull Identify marketing techniques of sustainability and ethics to engagement with
audience
bull Collect data from previous case studies to enable to create clear and accurate
information
Paola Pena Lozada Page 13
Chapter 4 Research Design Methodology
This section aims to explain the methodology used to gather information a case study
that was developed by the researcher based on how Patagonia applies the triple bottom line in
their marketing strategy It analysed information based on secondary sources like Patagonias
website social media platforms and previous studies about the company books websites
and e-journals An analysis of sustainable company drives to brand engagement The case
study used a qualitative research methodology
Hollweck (2016) describes case study as a methodical tool that can utilize both
qualitative and quantitative the aim is to analyse information that can help clarify definitive
results because the investigation procedure comprises matching empirically observed
measures to hypothetically anticipated events On the other hand Yin (2014) states that case
study is one the most challenging research of all science attempts the objective is to gather
exhibit and break down information fairly by reading articles reports books among others
A case study is an in-depth technique that generally gives detailed and more
legitimate information about a person company groups or particular situation studied
Meanwhile surveys allow the researcher to collect data on numerous individuals or big
population so as to comprehend different opinions about a specific topic however can lead
to inaccurate information (Zololkis 2010) Moreover Irvine (2018) describes that interviews
are easier in the sense of the researcher can see peoplersquos reaction thus they feel more secure
to answer questions verbally than written down however interviews takes more time than
survey and cannot collect as many data as surveys
In overall case studies offer the most accurate data when compared to interviews and surveys
in contrast to qualitative research that helps to understand the reality of the studies if the
objective is to create a hypothetical framework that present veracity rather than the researcher
point of view along these lines it is conceivable to distinguish strategies that help the finding
of theory data as proposed (Ochieng 2009) On the other hand the case study is based on
inductive research according to Gabriel (2013) inductive approaches are mostly used in
qualitative research Furthermore it involves the search for pattern from perception and the
improvement of explanations theories for those patterns through the arrangement of
Paola Pena Lozada Page 14
hypotheses The aim is to generate meanings from the data collected in order to recognize
relationships to develop a theory
Chapter 5 Results (Research Findings)
1 An analysis of how Patagonia having an ethical awareness drives brand
engagement
According to Shaw (2018) for the last years marketing research has impacted of
consumer interaction with brands different researches have suggested that engaging
customer with a brand is an essential method in building stronger relationships and improving
brand performance as stated by (Khamitov et al 2019) Brand engagement contributes to
better organisational performance outcomes Patro (2013) describes those outcomes as
business development sales growth and brand referrals among others
However (Hollebeek et al 2014) suggests that this idea of brand engagement has
gotten recently less consideration While expressing that this concept is an interactive nature
have interpreted brand engagement as a consumer psychological responses emotional and
behavioural activity identified with customer and brand interactions (Schmitt et al 2009)
adds that those behaviours aroused by brand-related that are part of the brandrsquos design
communications and identity by combining consumer and brand lead to the memorable and
unique brand experience
Conversely NBRI (2020) suggests that brand engagement must be used externally
and internally building the brand from the inside organisations obtain a deeper engagement
with their employees helps the brand solidify and improve the brand for consumers In
addition Sinek (2009 cited in TEDcom) explains that the most successful brands think act
and communicate opposite to those less successful brands the key is to answer the three
questions of the golden circle Why How and What Weishaupt (2017) highlights that
inspirational organisations think from the inside to the outside by answering why and how
they do it and what it does
Therefore when a company communicate their values and beliefs rather than describe
their products they will attract more customer they will feel more connected as well
Paola Pena Lozada Page 15
increasing brand engagement Consequently some socially responsible brands are well
known for using the golden circle Willard (2018) believes that Toms shoes ldquowhyrdquo is to
provide free shoes to children in need one day without shoes campaign creates awareness on
global children education but at the same increase brand engagement as consumer were
sharing their Toms shoesrsquo experience by uploading pictures through social media (Naeini et
al 2015)
On the other hand Rhodes (2020) explains that Patagoniarsquos ldquowhyrdquo is clear they are in
business to save the planet one of the many ways they contribute is donating 1 of their
profits to the environmental protection and wilderness conservation However companies
pretending to be good in their marketing strategy and accused of green-washing are more
likely to fail as discussed by Sinek (2009) Perhaps the power of customer is stronger than
before maybe in future they would have the ability to shift the core values Triple Pundit
(2011) states that meanwhile customer cannot constrain companies to think differently they
have been motivated to fulfil customerrsquo needs hence have the ability to contribute to a better
world
Moreover one of the approaches Patagonia constantly engages with its audience
through campaigns where they not only focus on advertising its products but rather
Patagonia promote its brand by providing consumers with content and products that will
benefit their lives and interests as described by McLaughlin (2018) Yet they educate
motivate and assist people to recycle clothing and to have a more conscious lifestyle In fact
(Salesforce 2016) highlights that many companies once the customer journey is over they
stop the interaction brand-customer However Patagonia extends their customer experience
interaction by providing their customer with additional materials newsletters events social
media public engagement blogs Besides Nastu (2017) explains that Patagonia demonstrate
its sustainable supply chain activities including how they made its Fair Trade Certified
garments in the effort to impact in a positive way their factory workers as well as to educate
their customer where the materials come from
Patagonia campaign ldquoDonrsquot Wear This Jacketrdquo is the perfect example of how ethical
awareness drives brand engagement thus increases sales Thangavelu (2020) points out that
just nine months after the campaign was released Patagonia sales were up by $543 million
Additionally Dkaizer (2017) indicates that the interactive film experience devoted to
Paola Pena Lozada Page 16
protecting bears ears was watched 112852 views in two weeks the brand emphasizes their
loyalty to corporate social responsibility and their target audience Therefore brand content
generates actions that contribute to brand engagement
In addition MacKinnon (2015) explains that the Worn Wear is a campaign to extend
the life of Patagoniarsquos products and to encourage discussions about harming the planet by a
global economy that depends on consumerism Instead the brand provides customers with the
chance to have their Patagonia garments repaired or trade in order to receive credit to buy a
new or used garment Alongside Vogl (2015) explains that Patagonia constructed a
sustainable truck to travel around America and repair clothes on the way during the journey
the truck served as a storyteller in a way that customer engaged even more with the brand by
sharing their experiences Collier (2018) states that the campaign congregates up to 11075
attendants in total making it a success for the company
Nevertheless anti-consumerism marketing strategy encourage customer to think not to
buy Penhollow (2015) adds that as well helps Patagonia to build brand awareness outside
and inside its community of followers as a result the company sees double-digit annual
growth As a result of Worn Wear success campaign Patagonia created a website where
clients can buy thrifted Patagonia clothing as described by Patagonia (2020) At the same
time customer can shared their experiences on the website through the section The Stories
We Wear Baillargeon (2016) states that this offers customers the chance to share
memorable experiences and moments wearing the brandrsquos garments and how Worn Wear
has given their garments another opportunity
On the other hand Patagonia every two years has held the ldquoTools Conferencesrdquo by
throughout training an entire generation of activists Patagonia (1997) highlights that they
gather leaders to share their experiences with advocates from grassroots environmental
groups which Patagonia has associated through their donations programs Moreover
Patagonia (2017) states that the brand imparts their wisdom even on those who are not
Patagoniarsquos customer any individual can request a representative from Patagonia to talk at
events This is a piece of Patagonias strategic shows how passionate they are about what they
have believed in
Paola Pena Lozada Page 17
Moreover the brand is getting their message all around the world even for those who are
not advocated saving the planet McLaughlin (2018) affirms that the conferencersquos goal is to
motivate their audience and empower them to create ideas regarding how they can contribute
to face the environmental crisis Nevertheless Patagonia is enthusiastic about connecting
with each one of the individuals who visit their site and continually want feedback on how to
be a better brand Certainly according to Clarke (2006) Patagonia applies Triple Bottom Line
approach by keeping people planet and profit at the core of what they do This causes
customer to be part of the procedures and for instance in makes them more engaged with the
brand
Furthermore North Face is an outdoor brand that is very similar to Patagonia although
North Face share similar values regarding saving the wilderness the brand is more engaged
to drive advertising that increase annuals profit and consumer-based as explained by
Timbrook (2020) On the contrary Meltzer (2017) highlights that Patagonia is more focused
on reducing their footprint applying strict environmental guidelines on material recycling
and encouraging consumers to take actions over the planet
Patagoniarsquos owner believes that the key of their business success is that purpose is not
taken as a strategy rather is the purpose of why the brand exists Robertson (2019) explains
that in the sense of Patagonia their mission statement is clear they are in business to save the
world He stated that purpose impacts beliefs and values which then impact directly to his
employeesrsquo behaviour as well as his customers
Patagoniarsquos ant-consumerism strategy increase brand awareness as their values are
aligned with environmental and social causes and target market creating a strong relationship
between them According to (Zhao et al 2016) the more companiesrsquo values are aligned with
environmental protection the higher the consumer respond for their products making long-
term profits for the company Hence Patagonia efforts on corporate social responsibility and
ripple bottom line approach are reflected as story of the brandrsquo mission and values which are
clearly recognizable all through its business plan as a whole as discussed by Kelley (2015)
Paola Pena Lozada Page 18
2 An evaluation of Patagonia most appropriate social media platform (YouTube
Facebook and Instagram) from driving the sustainability
Over the most recent decade sustainability and social media have been playing an
increasingly significant job in the manner that organizations talk about themselves Carpenter
and Takahashi (2016) state that together social media and sustainability have opened a new
path to push companies to revaluate their role in society and how their business activities
affect the planet Thus leading to new levels of transparency higher commitment aligned
between companies people and communities as described by Cushman (2014)
According to Verde (2014) social media provides a large number of advantages
including customer trust for companies involved in sustainability they must be able to
adequately convey their efforts Thus social media can benefit sustainable organisations to
communicate effectively while increasing their brand reputation However Dossa (2020)
suggest that engaging sustainability not only includes sharing information perhaps the most
significant part is to engage and listen to their stakeholders are essentials elements for
efficient communication which makes social a great tool to transmit such interactive
dialogues
Conversely Mainwaring (2011) highlights that social media can be used as a strong
weapon against those companies that are not committed to the environment and are harming
the planet For instance people and sustainable organisation are using social media to force
businesses adopting environmental practices by changing their corporate behaviour around
the world as well as putting pressure on governments to act on the environmental changes as
described by (Ali et al 2015)
Moreover Genc (2017) suggest that organisations must then select proper channels to
communicate their efforts on environmental and social causes engaging with the right
audience through the amount of advertisements that are distributed in all social media
platforms while competing for userrsquos attention According to Chaffey (2020) there are 380
billion monthly active users on social media what makes sustainable growth stands out in a
digitalized vast world rather than just presenting reports of sustainability A company like
HampM have raised the social media fails to successfully engage with their audience on their
sustainable efforts
Paola Pena Lozada Page 19
According to Wood (2016) HampM has been applying a solid campaign on social media to
raise awareness of the environmental issues caused by the fast fashion industry using the
hashtag WorldRecycleWeek HampM urged consumers to recycle unwanted garments at their
stores Although many consumers have questioned their corporate behaviour the brand is
seen as green-washing However they used their social media to engage with the critics and
respond openly through exposure and consciousness of their sustainability efforts as stated by
Segran (2019)
On the other hand Hughes (2016) says that Tomrsquos shoes frequently use social media to
raise social issues once a year they promote the hashtag withoutshoes Tomsrsquo campaign
One Day without Shoes bring awareness about childrenrsquos health in 2015 they gave over
27000 shoes to children in need According to Erskine (2020) the challenge is to understand
how to successfully engage with their target audience on sustainable topics using appropriate
social media platforms For instance sustainable brands have been much slower to adapt in
the digitalised world however they are finding ways to drive engagement on critical issues
such as the use of social media as suggested by Osburg and Lohrmann (2017)
In the case of Patagonia Drawbridge (2018) suggests that the brand purpose and
storytelling plays a significant role in their non-conventional green marketing to build brand
loyalty with its consumers According to Engagement Labs Patagonia (2016 cited in Briggs
2016) enlists user-generated content through images videos landscapes stories to promote
and gain the most Sonsev (2019) argues that rather than advertising its garments the brand
uses campaigns to educate their audience by sharing environmental and social issues
encouraging buyers to lower their carbon footprint and create awareness of consumerism by
continuously linking back to its core values and mission
Furthermore Boniface (2019) adds that Patagonia utilizes social platforms to share data
on new developments in innovation While numerous individuals are against seeing
commercials on social media supporters of the environment and many others would be less
opposed to seeing data on ecological and social issues Thangavelu (2020) suggests that this
gives Patagonia an advantage in its capacity to market to clients without appearing to be
repressive Moreover Beer (2018) explains that Patagonia utilizes different social media
platforms such as Facebook YouTube Instagram Twitter and a Blog they are not all
Paola Pena Lozada Page 20
posting about very similar things their marketing approach is to post different information
between them Their target audience are the generation X and millennials who have
disposable income the brand cares more about quality instead of quantity and appreciate the
value in spending more money for a piece of garment that will last longer as described by
Klara (2016)
However when it comes to events they use all the platforms to advertise Influencer
Marketing Hub (2020) explains that Patagonia knows how to match ads with its target
audience on Facebook where they have 17 million followers Torossian (2011) adds that
followers can discover blogs of adventurers outdoorsman and environmentalists post related
to social and environmental groups and events pages In fact in 2016 the brand had the
highest engagement score between among sports apparel brands on Facebook as highlighted
by Briggs (2016)
Whereas on Instagram Patagonia have 44 million followers they are more focus on
posting charming photos mostly taken by their customer wearing the garments and outdoor
adventures a great strategy of connecting with Patagoniarsquos loyal audience as explained by
Berger (2016) According to Zhukova (2016) Patagonias partnership help builds a strong
engagement with their audiences such as photographer and adventures like Mikey Schaefer
and Austin Siadak One of the most engaging posts in 2016 mentioned both of them thus
Instagram post is most engaging using user handle and geo-tagger as increase engagement by
79 as indicated by Hootsuite (2020)
On the other hand Think Media Consult (2018) states that Patagoniarsquos YouTube channel
has more than 191k followers and 32 million views their videos are related to outdoor
adventures such as snowboarding skiing surfing climbing and campaign like Worn Wear
Harper (2018) highlights that Patagonia makes sure their videos tell stories rather than just
sell products the brand story is essentially told through what they focus their cameras around
on and that excitement is influenced any video or production approach The brand also post
videos explaining the process of their garment However the audience shows more
engagement on the outdoors sports videos
Moreover on Twitter the brand has 458K followers Dailey (2018) states that this is the
platform where they show more engagement directly to their social political and
Paola Pena Lozada Page 21
environmental views Their strategy is to also retweet from accounts such as Natural
Resources Defence Council Ceres News and the Environmental Defence Fund According to
Gelles (2018) President Trump announced in 2017 the size reduction of two national
monuments Bears Ears and Grand Staircase Escalante National Monuments Patagonia has
been actively involved in the preservation of Bears Ears since 2012 of the preservation
As a result Gelles (2018) adds that Patagonia took twitter to show their disagreement
ldquoThe President Stole Your Landrdquo and filed a lawsuit against the Ryan Zinke the secretary of
agriculture the chief of the Forest Service and the director of the Bureau of Land
Management Furthermore a study was taken by (Adamovic et al 2016) between November
20 2015 and January 20 2016 using analysis websites SocialMention and IceRocket they
found that Patagonia is more active on Twitter and generated more engagement with their
followers they were mentioned more than 240K tweets per day on average the majority of
the tweets were positive Yet the brand even receives more likes and retweets than its main
competitor The North Face this shows the brand strong engagement and loyal fan base as
described by (Adamovic et al 2016)
In overall Patagonia social media engagement was 31 posts on Facebook 210 tweets on
Twitter 58 photos on Instagram and 56 videos on YouTube McLaughlin (2018) highlights
that the brand maintains their support to environmental and social causes keeping a
consistent voice that reinforces their mission statement and values they promise to keep
doing responsible practices regarding sustainable procedures and recycled materials
Chapter 6 Conclusions and Further Work
Based on the findings of this case study the following conclusions are drawn
Given the finding results the researcher retain that sustainable can engage with
customers and have a higher brand engagement than non-sustainable brands In fact the triple
bottom line can help and support the implementation of sustainable business practices which
are fundamental to put into operation the principles of corporate social responsibility
Patagonias essential non-traditional campaigns set the difference to how other retail
brands should embrace environmental responsibility what makes Patagonia a pioneer in the
Paola Pena Lozada Page 22
business Although Patagonias anti-consumerism practices perform the opposite of what
traditional marketing strategies outlining its fruitful methodology of putting the planet before
company profit Furthermore by integrating political and anti-consumerism promotion in its
advertising strategies over social media and website Patagonia provokes controversy while at
the same time engage with their audience and urge them to take action for environmental and
social issues
Patagonia builds ethical awareness through marketing strategies by interfacing its
connecting its buyers to its brand Its mission is strongly recognizable through its business
model as a whole making it clear the reason they are in business is to save the planet Their
values are aligning with their corporate social responsibility creating a solid relationship
between Patagonia and their audience As indicated in the findings the more an organization
esteems and follows up on environmental and social protection efforts the higher their
consumer support As a result Patagonia is the leader in outdoor clothing by putting the
planet over profit wandering endlessly from anti-consumerism and exemplary lucrative
standards
Patagonia uses green marketing and social media platforms to build and maintain
brand loyalty among their audience Their strategy on social media platforms are not just to
sell their products they are promoting a lifestyle by telling stories through their audiencersquos
pictures and videos as well transparently storytelling of their supply chain practices and
investments for environmental activist organizations
According to the findings Patagonia most suitable social media platform to drive
sustainability is not clear as the brand use each platform to create ethical awareness
However Patagonia shows more engagement on their Twitter account directly to their
social political and environmental causes They engage with other environmental
organizations by retweeting them they have been mentioned thousands of time a day by
other accounts and even showing disagreement to faced environmental problems with the
American government
Further work
The restrictions of the case study open opportunities for new examinations in the
field As the researcher claims that both questions needs to be subject to further research it
Paola Pena Lozada Page 23
will be consider doing interviews to have a primary source such as interviewing members of
Patagonia staff and other sustainable organizations to have second opinions Future research
could apply triple bottom line on their business model In addition the researcher
recommends that future studies could utilize distinctive research techniques to investigate the
full degree of sustainable business
Chapter 7 Critical Self-Review
The researcher was confronted with a couple of limitations that affected this
examination Firstly the research was restricted to utilizing strictly online resources so as to
assemble fundamental and applicable data for the study This could create error of data or
bias that could be possibly useful to the study Secondly talking with Patagonia workers or
visiting the Patagonia shop in Dublin would have been a useful strategy to answer the second
question as the information is not clear on website searches Thirdly the researcher had
study Patagonia in previous semester this could generate an inclination on the side of
Patagonia beliefs and practices As well the researcher has a tendency of supporting
sustainable business this could be taken as a bias that acts as a restriction of the study
Finally the study was essentially assembled using qualitative research implying that the
researcher depended for the most part on online research base on Patagonia and other
sustainable brands This restricted the capacity to give measurable proof to help the
researches findings
Paola Pena Lozada Page 24
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httpswwwpatagoniacomcompany-historyhtml [Accessed 04 December 2019]
Paola Pena Lozada Page 34
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Robertson G 2019 Case Study Patagonia goes against the norms of business and it
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20 April 2020]
Paola Pena Lozada Page 35
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available at httpswwwsalesforcecomukblog201603customer-journey-mapping-
explainedhtml [Accessed 29 April 2020]
Schmitt B Zarantonello L and Brakus J 2009 Brand experience What Is It How Is It
Measured Does It Affect Loyalty [Online] available at
httpswwwresearchgatenetpublication228168877_Brand_experience_What_Is_It_How_I
s_It_Measured_Does_It_Affect_Loyalty [Accessed 29 April 2020]
Scholes B 2019 Patagonia An Industry Legend Since 1973 [Online] available at
httpswwwpapertrailioblogpatagoniaXfATWJP7TIU [Accessed 05 December 2019]
Segran E 2019 HampM Zara and other fashion brands are tricking shoppers with vague
sustainability claims [Online] available at httpswwwfastcompanycom90385370hm-
zara-and-other-fashion-brands-are-tricking-consumers-with-vague-sustainability-claims
[Accessed 09 December 2019]
Shaw A 2018 Digital Marketing Trends That Are Changing The Way We Market To
Consumers [Online] Available at
httpswwwforbescomsitesforbescommunicationscouncil20180829digital-marketing-
trends-that-are-changing-the-way-we-market-to-consumers5291c0b36891 [Accessed 29
April 2020]
Simsek Y 2019 Inspiring Digital Marketing Agency Vision And Mission Statements
[Online] available at httpsdigitalagencynetworkcominspiring-digital-marketing-agency-
vision-and-mission-statements [Accessed 04 December 2019]
Slaper T and Hall T 2011 The triple bottom line what is it and how does it work Indiana
business review 8(6) pp 4-8
Paola Pena Lozada Page 36
Sonsev V 2019 Patagoniarsquos Focus On Its Brand Purpose Is Great For Business [Online]
available at httpswwwforbescomsitesveronikasonsev20191127patagonias-focus-on-
its-brand-purpose-is-great-for-business2fecf5c154cb [Accessed 29 April 2020]
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[Online] available at httpswwwsquare2marketingcomthe-new-buyer-journey [Accessed
29 November 2019]
Srivastava L 2005 Mobile phones and the evolution of social behaviour [Online] available
at
httpswwwresearchgatenetpublication220208396_Mobile_phones_and_the_evolution_of
_social_behavior [Accessed 29 November 2019]
TED 2009 How great leaders inspire action [Online] available at
httpswwwtedcomtalkssimon_sinek_how_great_leaders_inspire_actionup-
nextlanguage=en [Accessed 29 April 2020]
Thangavelu P 2020 The Success of Patagonias Marketing Strategy [Online] available at
httpswwwinvestopediacomarticlespersonal-finance070715success-patagonias-
marketing-strategyasp [Accessed 29 April 2020]
Think Media Consult 2018 Case Study Social Media Strategy - What Patagonia Can Teach
Us All [Online] Available at httpswwwthinkmediaconsultcomthink-media-consulting-
blogcase-study-patagonia-social-media-strategy [Accessed 29 April 2020]
Thomes J 2018 5 Marketing Strategies to Influence Consumer Purchasing Behaviour
[Online] available at httpsmediumcomjohnnoels5-marketing-strategies-to-influence-
consumer-purchasing-behavior-bb6926e00844 [Accessed 29 November 2019]
Timbrook R 2020 North Face vs Patagonia Who Makes The Best Outdoor Gear [Online]
available at httpsexpertworldtravelcomnorth-face-vs-patagonia [Accessed 29 April
2020]
Paola Pena Lozada Page 37
Torossian R 2011 For immediate release shape minds build brands and deliver results
with game-changing public relations Dallas Benbella Books Inc
Triple Pundit 2011 The Power of Why in Marketing [Online] available at
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2020]
Turletti P 2019 The Triple Bottom Line A Must for Sustainable Marketing [Online]
available at httproimarketinginstitutecomthe-triple-bottom-line [Accessed 03 December
2019]
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2019]
United Nations 2007 Business And Climate Change Rising Public Awareness Creates
Significant Opportunity [Online] available at httpsunchronicleunorgarticlebusiness-
and-climate-change-rising-public-awareness-creates-significant-opportunity [Accessed 09
December 2019]
Verde D 2014 Social media has undermined peoples trust in brands [Online] available at
httpswwwtheguardiancomsustainable-business2014aug20social-media-has-
undermined-peoples-trust-in-brands [Accessed 29 April 2020]
Vogl E 2015 What Patagonia Learned on Its Worn Wear Mobile Repair Tour [Online]
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[Accessed 29 April 2020]
Watts J 2018 We have 12 years to limit climate change catastrophe warns UN [Online]
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Weishaupt P 2017 The Golden Circle of Innovative and Inspiring Leaders Companies and
Organizations [Online] available at httpsmediumcomPeteWeishauptthe-golden-circle-
Paola Pena Lozada Page 38
of-innovative-and-inspiring-leaders-companies-and-organizations-8965c95bb322 [Accessed
29 April 2020]
Whiting T 2019 Sustainable Style The Truth Behind The Marketing of HampMrsquos
Conscious Collection [Online] available at
httpsmediumcomtabithawhitingsustainable-style-the-truth-behind-the-marketing-of-h-
ms-conscious-collection-805eb7432002 [Accessed 07 December 2019]
Willard H 2019 Content Marketing and Storytelling True Love Forever [Online] available
at httpsblogwaypostmarketingcomstorytelling-and-small-business-marketing-strategies-
true-love-forever [Accessed 29 April 2020]
Wolfe I 2017 How Ethical Is Patagonia [Online] available at httpsgoodonyouecohow-
ethical-is-patagonia [Accessed 02 December 2019]
Wood J 2016 Clothing retailer HampM launches lsquoWorld Recycle Weekrsquo [Online] available
at httpswwwletsrecyclecomnewslatest-newsclothing-retailer-hm-launches-world-
recycle-week [Accessed 29 April 2020]
WWF 2019 Sustainable Agriculture Cotton [Online] available at
httpswwwworldwildlifeorgindustriescotton [Accessed 07 December 2019]
Yin R 2014 Case Study Research Design and Methods Los Angeles SAGE Publications
Inc
Zhukova K 2016 How 4 Top Instagram Brands Keep Their Competitive Advantage
[Online] Available at httpstrackmavencombloghow-4-top-instagram-brands-keep-their-
competitive-advantage-2 [Accessed 29 April 2020]
Zololkis 2010 Difference between case study and survey research [Online] available at
httpma-gocojpkidswp-includesjstinymcepluginscompat3x08-2010difference-
between-case-study-and-survey-research_9688php [Accessed 29 November 2019]
Paola Pena Lozada Page 39
- How Patagonia apply Triple Bottom Line in their marketing strategy
- What_is_Customer_Journey_Mapping_amp_Why_i
-
Paola Pena Lozada Page 3
Abstract
A sustainable business model generates competitive advantages through the incorporation of
values and mission at social media platforms especially in the clothing sector which is the
second most pullulated in the world by changing business supply chain can impacted
environmental positively to save the planet This case study examines how Patagonia apply
triple bottom line in its marketing strategy by analysing how having an ethical awareness
drives brand engagement and the evaluation of the most appropriate Patagonia social media
platform (YouTube Facebook and Instagram) from driving the sustainability The findings of
both questions will lead to building hypothesis regarding if sustainable drives engagement
and the most suitable social media The goal of this research is to develop awareness which
can be used to integrated non sustainable organisations into their business model while
generate profit
Paola Pena Lozada Page 4
Acknowledgements
I would like to thank my teachers Tracy Gallagher and Stephen Chandler for their efforts to
bring topic such as sustainability and corporate social responsibility during their class Those
moments were the beginning of a more conscious life and this is why I chose Patagonia as a
case study for their passion with the environment and people I would also like to thank my
classmates Luis and Daniela for their support from the conceptualization of my research
giving me advised and new approaches to encounter the case study
Paola Pena Lozada Page 5
Table of Contents
Abstract 3
Acknowledgements 4
Chapters 6
Chapter 1 6
Introduction 6
Chapter 2 8
Literature Review 8
Chapter 3 Research Question(s) Goals and Objectives 12
Chapter 4 Research Design Methodology 13
Chapter 5 Results (Research Findings) 14
Chapter 6 Conclusions and Further Work 21
Chapter 7 Critical Self-Review 23
References 24
Paola Pena Lozada Page 6
Chapters
Chapter 1
Introduction
Todayrsquos economic landscape is being formed by two dominant forces technology and
globalization Lisa Rachel (2016) explains that technology has revolutionized society the
way companies communicate through marketing strategies and persuade buyers not only
selling a product but adding value to their lives through the products in other words engage
them emotionally and physically (Mendes 2019) Globalization has increased enormously in
the last century as a result of cultural exchanges and trades is integration and connection of
markets all around the world through the internet
According to Duffy (2019) globalization has played a key role in the fashion industry
the fast change in this industry is seemingly among the most critical impacts of globalization
As a result the industry has opened up to a wide range of new styles influences and methods
of production Thusly people around the world have more access as never before to so many
trends and low prices (Ledezma 2017)
Srivastava (2005) describes that the use of mobile phones the internet and social
media has changed the way people behave communicate live and work Oxford college of
marketing (2017) refers that todayrsquos society is induced by millions of brands through the
internet billboards celebrities discounts free samplings Even though if consumers are not
interested in one product marketing strategies can influence a possible buyer to make a
purchase by analyzing the culture social personal and psychological factor of the
companiesrsquo target as suggested by Thomes (2018)
Nowadays consumers are savvier IBM (2019) states that for instance they have
higher demands than previous years thus are taken the internet to educate themselves Target
audience has changed new generation ldquoMillennialrdquo are enhancing their perspectives for
brands Landrum (2017) express that they are likely to spend more money on a product if it
comes from a sustainable brand that supports environmental responsibilities practice
corporate social responsibility and use triple bottom line as the core of their business to
create shared values leading to a strong brand loyalty (IBR 2011) as a result companies are
evaluating and rethinking their brand building
Paola Pena Lozada Page 7
Companies nowadays are to think beyond profit using marketing as a tool to
demonstrate the social and environmental impact of their products a Turletti (2019)
highlights that is the reason brands use stakeholders and sustainability programs in their
marketing strategies by incorporate sustainability into the business purposes and process it
embed as the main key of a competitive advantages by applying triple bottom line in their
marketing strategy
Patagonia is the perfect example of a company that cares about the environment an
outdoor clothing company that is 100 Fair-Trade Certified established in 1973 by Yvon
Chouinard as a rock climbing supplier that sold Rugby shirt (Scholes 2019) His designs are
simple than can be wear in any weather from fleece jackets to quick-drying shorts made of
recycled nylon polyester and organic cotton Today Patagonia (2019) has 199 stores around
the world that makes gears for skiing surfing and climbing in addition it sells its specialty
lager all while remaining the benchmark for eco-friendly clothing brands According to
Patagonia (2020) one of their stores is located in Dublin where they supported grantees to the
Irish Peatland Conservation Council in Rathangan Ireland VOICE Ireland community the
Irish Seed Saver Association CLG Crann Tress for Ireland among others
Patagonia is additionally focused on the human effect of its supply chain their main
goal is to raise awareness within the society to combine with the products beyond the
engagement to the environment (Daniels Ethics 2011) Moreover Wolfe (2017) states that
they spend time analyzing the impacts of its products to fulfill customersrsquo needs by using
innovation to improve their products and process while reducing environmental impact This
case study will look at how Patagoniarsquos business model who is known for overt
consumerism still applies unconventional marketing strategy in order to remain commitment
to the planet and its customers by selling its products align with the Triple Bottom Line
framework which is a sustainability framework that examines a companyrsquos environmental
social and economic impact as stated by Fernandes (2020)
The reason why I choose Patagonia as a case study is that in recent years I have
become aware of the products I put on my skin my hair changing my toothbrush and razor
for bamboo instead of plastic As well in college I have been learning about ethical issues
corporate social responsibility Patagonia is a genuine case of a sustainable and
Paola Pena Lozada Page 8
environmentally brand that cares about the planet and people while making a profit the brand
has a clear mission which it is shared within its stakeholders becoming a successful
company By choosing Patagonia as a case study allows me to investigate its sustainable
approach organizational culture and how stakeholders are aligned to the companyrsquos values in
far more detailed and depth investigation than might be not possible with academic research
Chapter 2
Literature Review
Years ago the buyerrsquos journey was easier than now people went to a couple of sites
while searching for a product or service by comparing and made a choice dependent on that
data (Square 2 Marketing 2019) However nowadays information about a specific product
can be found in almost interminable websites Gallegos (2016) highlights that before
organizations had more capacity to persuade and dissuade clients to buy their sales
representatives were trusted in the process of buying Digital Marketing Institute (2019)
points out that today customers are savvier and able to research for a product on the internet
in seconds before going to the shop in fact 98 of consumers do not make a purchase
during the first visit to a brand site (Roesler 2018) This makes the selling process hard for
organizations hence marketing to clients is more troublesome than it used to be
Moravcikova (2018) suggest that technology and globalization have changed the way
how a brand communicates to potential buyers thousand of brand messages are delivered
every day which make difficult for a brand to stand apart among their rivals which is the
reason a considerable lot of them are starting to re-examine their current marketing
methodologies Furthermore Simsek (2019) stays that one of the most effective ways brands
can communicate with possible buyers it is to have clear the organizationrsquos mission and
vision and identify their target audience (Heibutzki 2019) thus brand can create specific
content to that audience by using social media billboards TV and radio ads among others
the target audience reception will contribute to the reputation of brands that leads to driving
sales
However Grani (2016) argues that traditional marketing can get lost in the clutter
instead some organizations are adopting a triple bottom line apply in marketing that creates
values that lead to strong brand loyalty Triple Bottom Line was first introduced 26 years ago
by Elkington (1999) a disruptive corporate tool that takes into account People Planet and
Profit While a few organizations have incorporated the Triple Bottom Line into the centre of
Paola Pena Lozada Page 9
their business numerous others have failed to demonstrate their responsibility with the
environment and people (Ginige 2016) In the wake of high unethical scandals such as
Volkswagen Diesel dupe General Motors safety cars and Takata bankruptcy for a faulty
airbag among others Unilever stands out as a good example of the TBL and CSR failure
approach (Quigley 2017)
Borelli (2017) points out that its CEO Polman stated that his personal mission with
the brand is ldquoto galvanize our company to be an effective force for goodrdquo Contradictory with
sexual harassment and environmental scandals in 2016 nearly 600 Indian workers were
exposed to mercury and in 2011 African labourers claim to be victims of sexual harassment
by their managers As a result the company suffered a declined in their sales expectations
from 28 to 22 On other findings contradictory to CSR scandals Prater (2019) puts
forward that the outdoor apparel companies such as Patagonia REI YETI Moosejaw and
Outdoor Voices they are a good example of CSR and TBL strategies while combining with
disruptive marketing as a business model that goes to the opposite direction to traditional
marketing In this case disruptive marketing takes risks it challenges conventional ways of
think within a new or existing market that provide unique content this business model cares
about customerrsquos needs by creating new products or process as a result the customer
connects more to those brands who are applying it (Barber 2018)
Brown (2016) points out that since most fashion industry companies are focused on
mass production and competitors offer similar products and services brands must distinguish
themselves to stand out of the crowd by adding value and listening to peoples needs Allchin
(2013) highlights that Patagonia campaign for Black Friday ldquoDonrsquot Buy This Jacketrdquo is the
perfect example of disruptive marketing they encouraged its customers to consider the effect
of consumerism on the environment and to buy only products that they need Although this
strategy seems to go against any marketing strategy on one of the busiest days of the year to
shop in The United States they rather gave all its money raise it on the day to charities align
with environmental awareness (Cave 2016) they has built up a solid community of people
who value the brands mission which is ldquoWe are doing business to save the planetrdquo and its
products (Patagonia 2019)
The United Nations in 2007 talks about the increase of awareness in the climate
change and corporate social responsibility throughout organizations has shaped the
Paola Pena Lozada Page 10
requirement for organizations to increase their marketing strategies (UN Chronicle 2007)
Additionally EPA (2017) claims that climate reports demonstrate constant increments in
levels of barometrical ozone and carbon dioxide and greenhouse gases Environmental
change is as of now influencing where individuals live how they live and how firms direct
business More recently The United Nations (2019) distributed 17 goals for sustainable
advancement that look to protect the planet end of poverty and improve lives They include a
scope of social needs such as responsible utilization and production education wellbeing
neediness sexual orientation equality social security among others Moreover Hackenberg
(2019) argues that companies that can commit to these goals have the potential to influence
customer inclinations and decrease the carbon footprint of the supply chain while achieving a
higher level on Corporate Social Responsible
Considering these environmental issues and how climate change is giving us only 12
years to limit and repair damages to the planet companies are urged to re-constructed their
products and process that are harming the planet (Watts 2018) The fashion industry is the
second most polluting industry in the world In 2011 European fashion industries went from
two collections to five per year (McFall-Johnsen 2019) However some brands offer
significantly more Zara produced 24 and HampM 12 every year (McFall-Johnsen 2019)
Batelier (2018) claims that only the US produced 15 million tonnes of textile waste in the last
20 years and between 80 and 100 billion pieces of clothes are made every year Thus the
entire planet is running out of time to save it as Kateman (2019) states that nowadays there is
an increase on ethical brands even old brands are changing the materials they used
HampM has attempted to be part of as a ldquosustainablerdquo brand to offset the impact that
apparel industry is having on the environment Segran (2019) in fact they launched a
ldquoconsciousrdquo collection in 2010 but the brand never explained to the consumers why that
collection was labelled as a conscious In their annual report of 2017 Hitti (2019) highlights
that HampM explains that the conscious collection was made with sustainable materials such as
organic cotton tencel and recycled polyester However Whiting (2019) explains that often
cotton is portrayed as eco-friendly material which is the worldrsquos most commonly used in the
production of clothes even though is a natural fabric it is not sustainable enough therefore
WWF (2019) points out that cotton needs 20000 litres of water to grow 1 Kg of cotton the
same amount needs to create a t-shirt and one pair of jean One event that creates awareness
within society and the fashion industry as stated by Donaghey (2015) was the collapsed of the
Paola Pena Lozada Page 11
garment factory Rana Plaza in Bangladesh where 1138 people died well known for poor
working conditions and unfair wages it was the housed of big brands such as Primark
Benetton and Mango
Fashion Revolution (2017) proves that since the disaster millions of people have
joined The Fashion Revolution to demand fair wages safety working conditions and more
transparency over 100000 people used a hash tag to ask brands whomademyclothes as a
response the supply chain of the fashion industry such as farmers factories and producers
use imadeyourclothes improving working conditions and more than 1300 factories have
been inspected Minimum wage in Cambodia and Bangladesh increase 77 over 70 brands
started to reduce toxic chemicals in their products (Fashion Revolution 2017)
It is clear that the fashion industry still one of the most polluting industries in the
world landfills are flooded with clothes the garment industry is getting bigger and moving
faster people buy clothes than ever before and the life cycle of each piece last less (Dunbar
2016) Hence the new era of sustainability is rising consumers around the globe are making
changes in their shopping habits they are motivated to be more ethical (CB Insights 2019)
While as yet consumers are still struggling with cost and awareness alongside their need to
better the world they are searching for organizations to step up as partners in their mission to
contribute to the environment (Nielsen 2018)
Organizations began in the so distant past to concede they have a job in the
environment In 1981 Freer Spreckley recommended that organizations ought to report on
their monetary outcomes but also the environmental impact In 1997 John Elkington
authored the expression Triple Bottom Line in his book as the three dimensions of
sustainable development such as people planet and profit forced companies to broaden their
circle of responsibility as described by Elkington (2004 cited in Miller et al 2007)On the
other hand triple bottom line is measure sustainability by the organizationrsquos activities
including environmental and human capital shareholders values and profitability as
proposed by Savitz (2006 cited in Slaper and Hall 2011) And more recently in 2018 Robert
Sroufe incorporated in his book the integration of Triple Bottom Line as an exceptional
management model that mixes every one of these ideas (Turletti 2019)
Paola Pena Lozada Page 12
On the other hand one activist company that has a clear understanding of the Triple
Bottom Line approach is Patagonia A well-known company that is 100 Fair-Trade
Certified established in 1973 by Yvon Chouinard as a rock climbing supplier that sold
Rugby shirt (Scholes 2019) His designs are simple than can be wear in any weather from
fleece jackets to quick-drying shorts made of recycled nylon polyester and organic cotton
Today Patagonia (2019) has 199 stores around the world that makes gears for skiing surfing
and climbing in addition it sells its specialty lager all while remaining the benchmark for
eco-friendly clothing brands
Patagonia is additionally focused on the human effect of its supply chain their main
goal is to raise awareness within the society to combine with the products beyond the
engagement to the environment (Daniels Ethics 2011) Keeping in mind that a lot of brands
teach shoppers about ecological and social issues Patagonia has demonstrated for quite a
long time that it can change its clients behaviour (Lowitt 2011)
Chapter 3 Research Question(s) Goals and Objectives
Purpose
How Patagonia apply triple bottom line in their marketing strategy
Research Questions
1 An analysis of how Patagonia having an ethical awareness drives brand engagement
2 An evaluation of Patagonia most appropriate social media platform (YouTube
Facebook and Instagram) from driving the sustainability
Objectives
bull The researcher aim to achieve a deep understanding of different approach Patagonia
use in their marketing strategy
bull The researcher considers Patagonia has more engagement on their Facebook page
bull Identify marketing techniques of sustainability and ethics to engagement with
audience
bull Collect data from previous case studies to enable to create clear and accurate
information
Paola Pena Lozada Page 13
Chapter 4 Research Design Methodology
This section aims to explain the methodology used to gather information a case study
that was developed by the researcher based on how Patagonia applies the triple bottom line in
their marketing strategy It analysed information based on secondary sources like Patagonias
website social media platforms and previous studies about the company books websites
and e-journals An analysis of sustainable company drives to brand engagement The case
study used a qualitative research methodology
Hollweck (2016) describes case study as a methodical tool that can utilize both
qualitative and quantitative the aim is to analyse information that can help clarify definitive
results because the investigation procedure comprises matching empirically observed
measures to hypothetically anticipated events On the other hand Yin (2014) states that case
study is one the most challenging research of all science attempts the objective is to gather
exhibit and break down information fairly by reading articles reports books among others
A case study is an in-depth technique that generally gives detailed and more
legitimate information about a person company groups or particular situation studied
Meanwhile surveys allow the researcher to collect data on numerous individuals or big
population so as to comprehend different opinions about a specific topic however can lead
to inaccurate information (Zololkis 2010) Moreover Irvine (2018) describes that interviews
are easier in the sense of the researcher can see peoplersquos reaction thus they feel more secure
to answer questions verbally than written down however interviews takes more time than
survey and cannot collect as many data as surveys
In overall case studies offer the most accurate data when compared to interviews and surveys
in contrast to qualitative research that helps to understand the reality of the studies if the
objective is to create a hypothetical framework that present veracity rather than the researcher
point of view along these lines it is conceivable to distinguish strategies that help the finding
of theory data as proposed (Ochieng 2009) On the other hand the case study is based on
inductive research according to Gabriel (2013) inductive approaches are mostly used in
qualitative research Furthermore it involves the search for pattern from perception and the
improvement of explanations theories for those patterns through the arrangement of
Paola Pena Lozada Page 14
hypotheses The aim is to generate meanings from the data collected in order to recognize
relationships to develop a theory
Chapter 5 Results (Research Findings)
1 An analysis of how Patagonia having an ethical awareness drives brand
engagement
According to Shaw (2018) for the last years marketing research has impacted of
consumer interaction with brands different researches have suggested that engaging
customer with a brand is an essential method in building stronger relationships and improving
brand performance as stated by (Khamitov et al 2019) Brand engagement contributes to
better organisational performance outcomes Patro (2013) describes those outcomes as
business development sales growth and brand referrals among others
However (Hollebeek et al 2014) suggests that this idea of brand engagement has
gotten recently less consideration While expressing that this concept is an interactive nature
have interpreted brand engagement as a consumer psychological responses emotional and
behavioural activity identified with customer and brand interactions (Schmitt et al 2009)
adds that those behaviours aroused by brand-related that are part of the brandrsquos design
communications and identity by combining consumer and brand lead to the memorable and
unique brand experience
Conversely NBRI (2020) suggests that brand engagement must be used externally
and internally building the brand from the inside organisations obtain a deeper engagement
with their employees helps the brand solidify and improve the brand for consumers In
addition Sinek (2009 cited in TEDcom) explains that the most successful brands think act
and communicate opposite to those less successful brands the key is to answer the three
questions of the golden circle Why How and What Weishaupt (2017) highlights that
inspirational organisations think from the inside to the outside by answering why and how
they do it and what it does
Therefore when a company communicate their values and beliefs rather than describe
their products they will attract more customer they will feel more connected as well
Paola Pena Lozada Page 15
increasing brand engagement Consequently some socially responsible brands are well
known for using the golden circle Willard (2018) believes that Toms shoes ldquowhyrdquo is to
provide free shoes to children in need one day without shoes campaign creates awareness on
global children education but at the same increase brand engagement as consumer were
sharing their Toms shoesrsquo experience by uploading pictures through social media (Naeini et
al 2015)
On the other hand Rhodes (2020) explains that Patagoniarsquos ldquowhyrdquo is clear they are in
business to save the planet one of the many ways they contribute is donating 1 of their
profits to the environmental protection and wilderness conservation However companies
pretending to be good in their marketing strategy and accused of green-washing are more
likely to fail as discussed by Sinek (2009) Perhaps the power of customer is stronger than
before maybe in future they would have the ability to shift the core values Triple Pundit
(2011) states that meanwhile customer cannot constrain companies to think differently they
have been motivated to fulfil customerrsquo needs hence have the ability to contribute to a better
world
Moreover one of the approaches Patagonia constantly engages with its audience
through campaigns where they not only focus on advertising its products but rather
Patagonia promote its brand by providing consumers with content and products that will
benefit their lives and interests as described by McLaughlin (2018) Yet they educate
motivate and assist people to recycle clothing and to have a more conscious lifestyle In fact
(Salesforce 2016) highlights that many companies once the customer journey is over they
stop the interaction brand-customer However Patagonia extends their customer experience
interaction by providing their customer with additional materials newsletters events social
media public engagement blogs Besides Nastu (2017) explains that Patagonia demonstrate
its sustainable supply chain activities including how they made its Fair Trade Certified
garments in the effort to impact in a positive way their factory workers as well as to educate
their customer where the materials come from
Patagonia campaign ldquoDonrsquot Wear This Jacketrdquo is the perfect example of how ethical
awareness drives brand engagement thus increases sales Thangavelu (2020) points out that
just nine months after the campaign was released Patagonia sales were up by $543 million
Additionally Dkaizer (2017) indicates that the interactive film experience devoted to
Paola Pena Lozada Page 16
protecting bears ears was watched 112852 views in two weeks the brand emphasizes their
loyalty to corporate social responsibility and their target audience Therefore brand content
generates actions that contribute to brand engagement
In addition MacKinnon (2015) explains that the Worn Wear is a campaign to extend
the life of Patagoniarsquos products and to encourage discussions about harming the planet by a
global economy that depends on consumerism Instead the brand provides customers with the
chance to have their Patagonia garments repaired or trade in order to receive credit to buy a
new or used garment Alongside Vogl (2015) explains that Patagonia constructed a
sustainable truck to travel around America and repair clothes on the way during the journey
the truck served as a storyteller in a way that customer engaged even more with the brand by
sharing their experiences Collier (2018) states that the campaign congregates up to 11075
attendants in total making it a success for the company
Nevertheless anti-consumerism marketing strategy encourage customer to think not to
buy Penhollow (2015) adds that as well helps Patagonia to build brand awareness outside
and inside its community of followers as a result the company sees double-digit annual
growth As a result of Worn Wear success campaign Patagonia created a website where
clients can buy thrifted Patagonia clothing as described by Patagonia (2020) At the same
time customer can shared their experiences on the website through the section The Stories
We Wear Baillargeon (2016) states that this offers customers the chance to share
memorable experiences and moments wearing the brandrsquos garments and how Worn Wear
has given their garments another opportunity
On the other hand Patagonia every two years has held the ldquoTools Conferencesrdquo by
throughout training an entire generation of activists Patagonia (1997) highlights that they
gather leaders to share their experiences with advocates from grassroots environmental
groups which Patagonia has associated through their donations programs Moreover
Patagonia (2017) states that the brand imparts their wisdom even on those who are not
Patagoniarsquos customer any individual can request a representative from Patagonia to talk at
events This is a piece of Patagonias strategic shows how passionate they are about what they
have believed in
Paola Pena Lozada Page 17
Moreover the brand is getting their message all around the world even for those who are
not advocated saving the planet McLaughlin (2018) affirms that the conferencersquos goal is to
motivate their audience and empower them to create ideas regarding how they can contribute
to face the environmental crisis Nevertheless Patagonia is enthusiastic about connecting
with each one of the individuals who visit their site and continually want feedback on how to
be a better brand Certainly according to Clarke (2006) Patagonia applies Triple Bottom Line
approach by keeping people planet and profit at the core of what they do This causes
customer to be part of the procedures and for instance in makes them more engaged with the
brand
Furthermore North Face is an outdoor brand that is very similar to Patagonia although
North Face share similar values regarding saving the wilderness the brand is more engaged
to drive advertising that increase annuals profit and consumer-based as explained by
Timbrook (2020) On the contrary Meltzer (2017) highlights that Patagonia is more focused
on reducing their footprint applying strict environmental guidelines on material recycling
and encouraging consumers to take actions over the planet
Patagoniarsquos owner believes that the key of their business success is that purpose is not
taken as a strategy rather is the purpose of why the brand exists Robertson (2019) explains
that in the sense of Patagonia their mission statement is clear they are in business to save the
world He stated that purpose impacts beliefs and values which then impact directly to his
employeesrsquo behaviour as well as his customers
Patagoniarsquos ant-consumerism strategy increase brand awareness as their values are
aligned with environmental and social causes and target market creating a strong relationship
between them According to (Zhao et al 2016) the more companiesrsquo values are aligned with
environmental protection the higher the consumer respond for their products making long-
term profits for the company Hence Patagonia efforts on corporate social responsibility and
ripple bottom line approach are reflected as story of the brandrsquo mission and values which are
clearly recognizable all through its business plan as a whole as discussed by Kelley (2015)
Paola Pena Lozada Page 18
2 An evaluation of Patagonia most appropriate social media platform (YouTube
Facebook and Instagram) from driving the sustainability
Over the most recent decade sustainability and social media have been playing an
increasingly significant job in the manner that organizations talk about themselves Carpenter
and Takahashi (2016) state that together social media and sustainability have opened a new
path to push companies to revaluate their role in society and how their business activities
affect the planet Thus leading to new levels of transparency higher commitment aligned
between companies people and communities as described by Cushman (2014)
According to Verde (2014) social media provides a large number of advantages
including customer trust for companies involved in sustainability they must be able to
adequately convey their efforts Thus social media can benefit sustainable organisations to
communicate effectively while increasing their brand reputation However Dossa (2020)
suggest that engaging sustainability not only includes sharing information perhaps the most
significant part is to engage and listen to their stakeholders are essentials elements for
efficient communication which makes social a great tool to transmit such interactive
dialogues
Conversely Mainwaring (2011) highlights that social media can be used as a strong
weapon against those companies that are not committed to the environment and are harming
the planet For instance people and sustainable organisation are using social media to force
businesses adopting environmental practices by changing their corporate behaviour around
the world as well as putting pressure on governments to act on the environmental changes as
described by (Ali et al 2015)
Moreover Genc (2017) suggest that organisations must then select proper channels to
communicate their efforts on environmental and social causes engaging with the right
audience through the amount of advertisements that are distributed in all social media
platforms while competing for userrsquos attention According to Chaffey (2020) there are 380
billion monthly active users on social media what makes sustainable growth stands out in a
digitalized vast world rather than just presenting reports of sustainability A company like
HampM have raised the social media fails to successfully engage with their audience on their
sustainable efforts
Paola Pena Lozada Page 19
According to Wood (2016) HampM has been applying a solid campaign on social media to
raise awareness of the environmental issues caused by the fast fashion industry using the
hashtag WorldRecycleWeek HampM urged consumers to recycle unwanted garments at their
stores Although many consumers have questioned their corporate behaviour the brand is
seen as green-washing However they used their social media to engage with the critics and
respond openly through exposure and consciousness of their sustainability efforts as stated by
Segran (2019)
On the other hand Hughes (2016) says that Tomrsquos shoes frequently use social media to
raise social issues once a year they promote the hashtag withoutshoes Tomsrsquo campaign
One Day without Shoes bring awareness about childrenrsquos health in 2015 they gave over
27000 shoes to children in need According to Erskine (2020) the challenge is to understand
how to successfully engage with their target audience on sustainable topics using appropriate
social media platforms For instance sustainable brands have been much slower to adapt in
the digitalised world however they are finding ways to drive engagement on critical issues
such as the use of social media as suggested by Osburg and Lohrmann (2017)
In the case of Patagonia Drawbridge (2018) suggests that the brand purpose and
storytelling plays a significant role in their non-conventional green marketing to build brand
loyalty with its consumers According to Engagement Labs Patagonia (2016 cited in Briggs
2016) enlists user-generated content through images videos landscapes stories to promote
and gain the most Sonsev (2019) argues that rather than advertising its garments the brand
uses campaigns to educate their audience by sharing environmental and social issues
encouraging buyers to lower their carbon footprint and create awareness of consumerism by
continuously linking back to its core values and mission
Furthermore Boniface (2019) adds that Patagonia utilizes social platforms to share data
on new developments in innovation While numerous individuals are against seeing
commercials on social media supporters of the environment and many others would be less
opposed to seeing data on ecological and social issues Thangavelu (2020) suggests that this
gives Patagonia an advantage in its capacity to market to clients without appearing to be
repressive Moreover Beer (2018) explains that Patagonia utilizes different social media
platforms such as Facebook YouTube Instagram Twitter and a Blog they are not all
Paola Pena Lozada Page 20
posting about very similar things their marketing approach is to post different information
between them Their target audience are the generation X and millennials who have
disposable income the brand cares more about quality instead of quantity and appreciate the
value in spending more money for a piece of garment that will last longer as described by
Klara (2016)
However when it comes to events they use all the platforms to advertise Influencer
Marketing Hub (2020) explains that Patagonia knows how to match ads with its target
audience on Facebook where they have 17 million followers Torossian (2011) adds that
followers can discover blogs of adventurers outdoorsman and environmentalists post related
to social and environmental groups and events pages In fact in 2016 the brand had the
highest engagement score between among sports apparel brands on Facebook as highlighted
by Briggs (2016)
Whereas on Instagram Patagonia have 44 million followers they are more focus on
posting charming photos mostly taken by their customer wearing the garments and outdoor
adventures a great strategy of connecting with Patagoniarsquos loyal audience as explained by
Berger (2016) According to Zhukova (2016) Patagonias partnership help builds a strong
engagement with their audiences such as photographer and adventures like Mikey Schaefer
and Austin Siadak One of the most engaging posts in 2016 mentioned both of them thus
Instagram post is most engaging using user handle and geo-tagger as increase engagement by
79 as indicated by Hootsuite (2020)
On the other hand Think Media Consult (2018) states that Patagoniarsquos YouTube channel
has more than 191k followers and 32 million views their videos are related to outdoor
adventures such as snowboarding skiing surfing climbing and campaign like Worn Wear
Harper (2018) highlights that Patagonia makes sure their videos tell stories rather than just
sell products the brand story is essentially told through what they focus their cameras around
on and that excitement is influenced any video or production approach The brand also post
videos explaining the process of their garment However the audience shows more
engagement on the outdoors sports videos
Moreover on Twitter the brand has 458K followers Dailey (2018) states that this is the
platform where they show more engagement directly to their social political and
Paola Pena Lozada Page 21
environmental views Their strategy is to also retweet from accounts such as Natural
Resources Defence Council Ceres News and the Environmental Defence Fund According to
Gelles (2018) President Trump announced in 2017 the size reduction of two national
monuments Bears Ears and Grand Staircase Escalante National Monuments Patagonia has
been actively involved in the preservation of Bears Ears since 2012 of the preservation
As a result Gelles (2018) adds that Patagonia took twitter to show their disagreement
ldquoThe President Stole Your Landrdquo and filed a lawsuit against the Ryan Zinke the secretary of
agriculture the chief of the Forest Service and the director of the Bureau of Land
Management Furthermore a study was taken by (Adamovic et al 2016) between November
20 2015 and January 20 2016 using analysis websites SocialMention and IceRocket they
found that Patagonia is more active on Twitter and generated more engagement with their
followers they were mentioned more than 240K tweets per day on average the majority of
the tweets were positive Yet the brand even receives more likes and retweets than its main
competitor The North Face this shows the brand strong engagement and loyal fan base as
described by (Adamovic et al 2016)
In overall Patagonia social media engagement was 31 posts on Facebook 210 tweets on
Twitter 58 photos on Instagram and 56 videos on YouTube McLaughlin (2018) highlights
that the brand maintains their support to environmental and social causes keeping a
consistent voice that reinforces their mission statement and values they promise to keep
doing responsible practices regarding sustainable procedures and recycled materials
Chapter 6 Conclusions and Further Work
Based on the findings of this case study the following conclusions are drawn
Given the finding results the researcher retain that sustainable can engage with
customers and have a higher brand engagement than non-sustainable brands In fact the triple
bottom line can help and support the implementation of sustainable business practices which
are fundamental to put into operation the principles of corporate social responsibility
Patagonias essential non-traditional campaigns set the difference to how other retail
brands should embrace environmental responsibility what makes Patagonia a pioneer in the
Paola Pena Lozada Page 22
business Although Patagonias anti-consumerism practices perform the opposite of what
traditional marketing strategies outlining its fruitful methodology of putting the planet before
company profit Furthermore by integrating political and anti-consumerism promotion in its
advertising strategies over social media and website Patagonia provokes controversy while at
the same time engage with their audience and urge them to take action for environmental and
social issues
Patagonia builds ethical awareness through marketing strategies by interfacing its
connecting its buyers to its brand Its mission is strongly recognizable through its business
model as a whole making it clear the reason they are in business is to save the planet Their
values are aligning with their corporate social responsibility creating a solid relationship
between Patagonia and their audience As indicated in the findings the more an organization
esteems and follows up on environmental and social protection efforts the higher their
consumer support As a result Patagonia is the leader in outdoor clothing by putting the
planet over profit wandering endlessly from anti-consumerism and exemplary lucrative
standards
Patagonia uses green marketing and social media platforms to build and maintain
brand loyalty among their audience Their strategy on social media platforms are not just to
sell their products they are promoting a lifestyle by telling stories through their audiencersquos
pictures and videos as well transparently storytelling of their supply chain practices and
investments for environmental activist organizations
According to the findings Patagonia most suitable social media platform to drive
sustainability is not clear as the brand use each platform to create ethical awareness
However Patagonia shows more engagement on their Twitter account directly to their
social political and environmental causes They engage with other environmental
organizations by retweeting them they have been mentioned thousands of time a day by
other accounts and even showing disagreement to faced environmental problems with the
American government
Further work
The restrictions of the case study open opportunities for new examinations in the
field As the researcher claims that both questions needs to be subject to further research it
Paola Pena Lozada Page 23
will be consider doing interviews to have a primary source such as interviewing members of
Patagonia staff and other sustainable organizations to have second opinions Future research
could apply triple bottom line on their business model In addition the researcher
recommends that future studies could utilize distinctive research techniques to investigate the
full degree of sustainable business
Chapter 7 Critical Self-Review
The researcher was confronted with a couple of limitations that affected this
examination Firstly the research was restricted to utilizing strictly online resources so as to
assemble fundamental and applicable data for the study This could create error of data or
bias that could be possibly useful to the study Secondly talking with Patagonia workers or
visiting the Patagonia shop in Dublin would have been a useful strategy to answer the second
question as the information is not clear on website searches Thirdly the researcher had
study Patagonia in previous semester this could generate an inclination on the side of
Patagonia beliefs and practices As well the researcher has a tendency of supporting
sustainable business this could be taken as a bias that acts as a restriction of the study
Finally the study was essentially assembled using qualitative research implying that the
researcher depended for the most part on online research base on Patagonia and other
sustainable brands This restricted the capacity to give measurable proof to help the
researches findings
Paola Pena Lozada Page 24
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Paola Pena Lozada Page 33
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Paola Pena Lozada Page 34
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Scholes B 2019 Patagonia An Industry Legend Since 1973 [Online] available at
httpswwwpapertrailioblogpatagoniaXfATWJP7TIU [Accessed 05 December 2019]
Segran E 2019 HampM Zara and other fashion brands are tricking shoppers with vague
sustainability claims [Online] available at httpswwwfastcompanycom90385370hm-
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httpswwwforbescomsitesforbescommunicationscouncil20180829digital-marketing-
trends-that-are-changing-the-way-we-market-to-consumers5291c0b36891 [Accessed 29
April 2020]
Simsek Y 2019 Inspiring Digital Marketing Agency Vision And Mission Statements
[Online] available at httpsdigitalagencynetworkcominspiring-digital-marketing-agency-
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Slaper T and Hall T 2011 The triple bottom line what is it and how does it work Indiana
business review 8(6) pp 4-8
Paola Pena Lozada Page 36
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nextlanguage=en [Accessed 29 April 2020]
Thangavelu P 2020 The Success of Patagonias Marketing Strategy [Online] available at
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marketing-strategyasp [Accessed 29 April 2020]
Think Media Consult 2018 Case Study Social Media Strategy - What Patagonia Can Teach
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consumer-purchasing-behavior-bb6926e00844 [Accessed 29 November 2019]
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2020]
Paola Pena Lozada Page 37
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with game-changing public relations Dallas Benbella Books Inc
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2020]
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httpswwwunorgsustainabledevelopmentdevelopment-agenda [Accessed 05 December
2019]
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December 2019]
Verde D 2014 Social media has undermined peoples trust in brands [Online] available at
httpswwwtheguardiancomsustainable-business2014aug20social-media-has-
undermined-peoples-trust-in-brands [Accessed 29 April 2020]
Vogl E 2015 What Patagonia Learned on Its Worn Wear Mobile Repair Tour [Online]
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[Accessed 29 April 2020]
Watts J 2018 We have 12 years to limit climate change catastrophe warns UN [Online]
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not-exceed-15c-warns-landmark-un-report [Accessed 08 December 2019]
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Organizations [Online] available at httpsmediumcomPeteWeishauptthe-golden-circle-
Paola Pena Lozada Page 38
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29 April 2020]
Whiting T 2019 Sustainable Style The Truth Behind The Marketing of HampMrsquos
Conscious Collection [Online] available at
httpsmediumcomtabithawhitingsustainable-style-the-truth-behind-the-marketing-of-h-
ms-conscious-collection-805eb7432002 [Accessed 07 December 2019]
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at httpsblogwaypostmarketingcomstorytelling-and-small-business-marketing-strategies-
true-love-forever [Accessed 29 April 2020]
Wolfe I 2017 How Ethical Is Patagonia [Online] available at httpsgoodonyouecohow-
ethical-is-patagonia [Accessed 02 December 2019]
Wood J 2016 Clothing retailer HampM launches lsquoWorld Recycle Weekrsquo [Online] available
at httpswwwletsrecyclecomnewslatest-newsclothing-retailer-hm-launches-world-
recycle-week [Accessed 29 April 2020]
WWF 2019 Sustainable Agriculture Cotton [Online] available at
httpswwwworldwildlifeorgindustriescotton [Accessed 07 December 2019]
Yin R 2014 Case Study Research Design and Methods Los Angeles SAGE Publications
Inc
Zhukova K 2016 How 4 Top Instagram Brands Keep Their Competitive Advantage
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competitive-advantage-2 [Accessed 29 April 2020]
Zololkis 2010 Difference between case study and survey research [Online] available at
httpma-gocojpkidswp-includesjstinymcepluginscompat3x08-2010difference-
between-case-study-and-survey-research_9688php [Accessed 29 November 2019]
Paola Pena Lozada Page 39
- How Patagonia apply Triple Bottom Line in their marketing strategy
- What_is_Customer_Journey_Mapping_amp_Why_i
-
Paola Pena Lozada Page 4
Acknowledgements
I would like to thank my teachers Tracy Gallagher and Stephen Chandler for their efforts to
bring topic such as sustainability and corporate social responsibility during their class Those
moments were the beginning of a more conscious life and this is why I chose Patagonia as a
case study for their passion with the environment and people I would also like to thank my
classmates Luis and Daniela for their support from the conceptualization of my research
giving me advised and new approaches to encounter the case study
Paola Pena Lozada Page 5
Table of Contents
Abstract 3
Acknowledgements 4
Chapters 6
Chapter 1 6
Introduction 6
Chapter 2 8
Literature Review 8
Chapter 3 Research Question(s) Goals and Objectives 12
Chapter 4 Research Design Methodology 13
Chapter 5 Results (Research Findings) 14
Chapter 6 Conclusions and Further Work 21
Chapter 7 Critical Self-Review 23
References 24
Paola Pena Lozada Page 6
Chapters
Chapter 1
Introduction
Todayrsquos economic landscape is being formed by two dominant forces technology and
globalization Lisa Rachel (2016) explains that technology has revolutionized society the
way companies communicate through marketing strategies and persuade buyers not only
selling a product but adding value to their lives through the products in other words engage
them emotionally and physically (Mendes 2019) Globalization has increased enormously in
the last century as a result of cultural exchanges and trades is integration and connection of
markets all around the world through the internet
According to Duffy (2019) globalization has played a key role in the fashion industry
the fast change in this industry is seemingly among the most critical impacts of globalization
As a result the industry has opened up to a wide range of new styles influences and methods
of production Thusly people around the world have more access as never before to so many
trends and low prices (Ledezma 2017)
Srivastava (2005) describes that the use of mobile phones the internet and social
media has changed the way people behave communicate live and work Oxford college of
marketing (2017) refers that todayrsquos society is induced by millions of brands through the
internet billboards celebrities discounts free samplings Even though if consumers are not
interested in one product marketing strategies can influence a possible buyer to make a
purchase by analyzing the culture social personal and psychological factor of the
companiesrsquo target as suggested by Thomes (2018)
Nowadays consumers are savvier IBM (2019) states that for instance they have
higher demands than previous years thus are taken the internet to educate themselves Target
audience has changed new generation ldquoMillennialrdquo are enhancing their perspectives for
brands Landrum (2017) express that they are likely to spend more money on a product if it
comes from a sustainable brand that supports environmental responsibilities practice
corporate social responsibility and use triple bottom line as the core of their business to
create shared values leading to a strong brand loyalty (IBR 2011) as a result companies are
evaluating and rethinking their brand building
Paola Pena Lozada Page 7
Companies nowadays are to think beyond profit using marketing as a tool to
demonstrate the social and environmental impact of their products a Turletti (2019)
highlights that is the reason brands use stakeholders and sustainability programs in their
marketing strategies by incorporate sustainability into the business purposes and process it
embed as the main key of a competitive advantages by applying triple bottom line in their
marketing strategy
Patagonia is the perfect example of a company that cares about the environment an
outdoor clothing company that is 100 Fair-Trade Certified established in 1973 by Yvon
Chouinard as a rock climbing supplier that sold Rugby shirt (Scholes 2019) His designs are
simple than can be wear in any weather from fleece jackets to quick-drying shorts made of
recycled nylon polyester and organic cotton Today Patagonia (2019) has 199 stores around
the world that makes gears for skiing surfing and climbing in addition it sells its specialty
lager all while remaining the benchmark for eco-friendly clothing brands According to
Patagonia (2020) one of their stores is located in Dublin where they supported grantees to the
Irish Peatland Conservation Council in Rathangan Ireland VOICE Ireland community the
Irish Seed Saver Association CLG Crann Tress for Ireland among others
Patagonia is additionally focused on the human effect of its supply chain their main
goal is to raise awareness within the society to combine with the products beyond the
engagement to the environment (Daniels Ethics 2011) Moreover Wolfe (2017) states that
they spend time analyzing the impacts of its products to fulfill customersrsquo needs by using
innovation to improve their products and process while reducing environmental impact This
case study will look at how Patagoniarsquos business model who is known for overt
consumerism still applies unconventional marketing strategy in order to remain commitment
to the planet and its customers by selling its products align with the Triple Bottom Line
framework which is a sustainability framework that examines a companyrsquos environmental
social and economic impact as stated by Fernandes (2020)
The reason why I choose Patagonia as a case study is that in recent years I have
become aware of the products I put on my skin my hair changing my toothbrush and razor
for bamboo instead of plastic As well in college I have been learning about ethical issues
corporate social responsibility Patagonia is a genuine case of a sustainable and
Paola Pena Lozada Page 8
environmentally brand that cares about the planet and people while making a profit the brand
has a clear mission which it is shared within its stakeholders becoming a successful
company By choosing Patagonia as a case study allows me to investigate its sustainable
approach organizational culture and how stakeholders are aligned to the companyrsquos values in
far more detailed and depth investigation than might be not possible with academic research
Chapter 2
Literature Review
Years ago the buyerrsquos journey was easier than now people went to a couple of sites
while searching for a product or service by comparing and made a choice dependent on that
data (Square 2 Marketing 2019) However nowadays information about a specific product
can be found in almost interminable websites Gallegos (2016) highlights that before
organizations had more capacity to persuade and dissuade clients to buy their sales
representatives were trusted in the process of buying Digital Marketing Institute (2019)
points out that today customers are savvier and able to research for a product on the internet
in seconds before going to the shop in fact 98 of consumers do not make a purchase
during the first visit to a brand site (Roesler 2018) This makes the selling process hard for
organizations hence marketing to clients is more troublesome than it used to be
Moravcikova (2018) suggest that technology and globalization have changed the way
how a brand communicates to potential buyers thousand of brand messages are delivered
every day which make difficult for a brand to stand apart among their rivals which is the
reason a considerable lot of them are starting to re-examine their current marketing
methodologies Furthermore Simsek (2019) stays that one of the most effective ways brands
can communicate with possible buyers it is to have clear the organizationrsquos mission and
vision and identify their target audience (Heibutzki 2019) thus brand can create specific
content to that audience by using social media billboards TV and radio ads among others
the target audience reception will contribute to the reputation of brands that leads to driving
sales
However Grani (2016) argues that traditional marketing can get lost in the clutter
instead some organizations are adopting a triple bottom line apply in marketing that creates
values that lead to strong brand loyalty Triple Bottom Line was first introduced 26 years ago
by Elkington (1999) a disruptive corporate tool that takes into account People Planet and
Profit While a few organizations have incorporated the Triple Bottom Line into the centre of
Paola Pena Lozada Page 9
their business numerous others have failed to demonstrate their responsibility with the
environment and people (Ginige 2016) In the wake of high unethical scandals such as
Volkswagen Diesel dupe General Motors safety cars and Takata bankruptcy for a faulty
airbag among others Unilever stands out as a good example of the TBL and CSR failure
approach (Quigley 2017)
Borelli (2017) points out that its CEO Polman stated that his personal mission with
the brand is ldquoto galvanize our company to be an effective force for goodrdquo Contradictory with
sexual harassment and environmental scandals in 2016 nearly 600 Indian workers were
exposed to mercury and in 2011 African labourers claim to be victims of sexual harassment
by their managers As a result the company suffered a declined in their sales expectations
from 28 to 22 On other findings contradictory to CSR scandals Prater (2019) puts
forward that the outdoor apparel companies such as Patagonia REI YETI Moosejaw and
Outdoor Voices they are a good example of CSR and TBL strategies while combining with
disruptive marketing as a business model that goes to the opposite direction to traditional
marketing In this case disruptive marketing takes risks it challenges conventional ways of
think within a new or existing market that provide unique content this business model cares
about customerrsquos needs by creating new products or process as a result the customer
connects more to those brands who are applying it (Barber 2018)
Brown (2016) points out that since most fashion industry companies are focused on
mass production and competitors offer similar products and services brands must distinguish
themselves to stand out of the crowd by adding value and listening to peoples needs Allchin
(2013) highlights that Patagonia campaign for Black Friday ldquoDonrsquot Buy This Jacketrdquo is the
perfect example of disruptive marketing they encouraged its customers to consider the effect
of consumerism on the environment and to buy only products that they need Although this
strategy seems to go against any marketing strategy on one of the busiest days of the year to
shop in The United States they rather gave all its money raise it on the day to charities align
with environmental awareness (Cave 2016) they has built up a solid community of people
who value the brands mission which is ldquoWe are doing business to save the planetrdquo and its
products (Patagonia 2019)
The United Nations in 2007 talks about the increase of awareness in the climate
change and corporate social responsibility throughout organizations has shaped the
Paola Pena Lozada Page 10
requirement for organizations to increase their marketing strategies (UN Chronicle 2007)
Additionally EPA (2017) claims that climate reports demonstrate constant increments in
levels of barometrical ozone and carbon dioxide and greenhouse gases Environmental
change is as of now influencing where individuals live how they live and how firms direct
business More recently The United Nations (2019) distributed 17 goals for sustainable
advancement that look to protect the planet end of poverty and improve lives They include a
scope of social needs such as responsible utilization and production education wellbeing
neediness sexual orientation equality social security among others Moreover Hackenberg
(2019) argues that companies that can commit to these goals have the potential to influence
customer inclinations and decrease the carbon footprint of the supply chain while achieving a
higher level on Corporate Social Responsible
Considering these environmental issues and how climate change is giving us only 12
years to limit and repair damages to the planet companies are urged to re-constructed their
products and process that are harming the planet (Watts 2018) The fashion industry is the
second most polluting industry in the world In 2011 European fashion industries went from
two collections to five per year (McFall-Johnsen 2019) However some brands offer
significantly more Zara produced 24 and HampM 12 every year (McFall-Johnsen 2019)
Batelier (2018) claims that only the US produced 15 million tonnes of textile waste in the last
20 years and between 80 and 100 billion pieces of clothes are made every year Thus the
entire planet is running out of time to save it as Kateman (2019) states that nowadays there is
an increase on ethical brands even old brands are changing the materials they used
HampM has attempted to be part of as a ldquosustainablerdquo brand to offset the impact that
apparel industry is having on the environment Segran (2019) in fact they launched a
ldquoconsciousrdquo collection in 2010 but the brand never explained to the consumers why that
collection was labelled as a conscious In their annual report of 2017 Hitti (2019) highlights
that HampM explains that the conscious collection was made with sustainable materials such as
organic cotton tencel and recycled polyester However Whiting (2019) explains that often
cotton is portrayed as eco-friendly material which is the worldrsquos most commonly used in the
production of clothes even though is a natural fabric it is not sustainable enough therefore
WWF (2019) points out that cotton needs 20000 litres of water to grow 1 Kg of cotton the
same amount needs to create a t-shirt and one pair of jean One event that creates awareness
within society and the fashion industry as stated by Donaghey (2015) was the collapsed of the
Paola Pena Lozada Page 11
garment factory Rana Plaza in Bangladesh where 1138 people died well known for poor
working conditions and unfair wages it was the housed of big brands such as Primark
Benetton and Mango
Fashion Revolution (2017) proves that since the disaster millions of people have
joined The Fashion Revolution to demand fair wages safety working conditions and more
transparency over 100000 people used a hash tag to ask brands whomademyclothes as a
response the supply chain of the fashion industry such as farmers factories and producers
use imadeyourclothes improving working conditions and more than 1300 factories have
been inspected Minimum wage in Cambodia and Bangladesh increase 77 over 70 brands
started to reduce toxic chemicals in their products (Fashion Revolution 2017)
It is clear that the fashion industry still one of the most polluting industries in the
world landfills are flooded with clothes the garment industry is getting bigger and moving
faster people buy clothes than ever before and the life cycle of each piece last less (Dunbar
2016) Hence the new era of sustainability is rising consumers around the globe are making
changes in their shopping habits they are motivated to be more ethical (CB Insights 2019)
While as yet consumers are still struggling with cost and awareness alongside their need to
better the world they are searching for organizations to step up as partners in their mission to
contribute to the environment (Nielsen 2018)
Organizations began in the so distant past to concede they have a job in the
environment In 1981 Freer Spreckley recommended that organizations ought to report on
their monetary outcomes but also the environmental impact In 1997 John Elkington
authored the expression Triple Bottom Line in his book as the three dimensions of
sustainable development such as people planet and profit forced companies to broaden their
circle of responsibility as described by Elkington (2004 cited in Miller et al 2007)On the
other hand triple bottom line is measure sustainability by the organizationrsquos activities
including environmental and human capital shareholders values and profitability as
proposed by Savitz (2006 cited in Slaper and Hall 2011) And more recently in 2018 Robert
Sroufe incorporated in his book the integration of Triple Bottom Line as an exceptional
management model that mixes every one of these ideas (Turletti 2019)
Paola Pena Lozada Page 12
On the other hand one activist company that has a clear understanding of the Triple
Bottom Line approach is Patagonia A well-known company that is 100 Fair-Trade
Certified established in 1973 by Yvon Chouinard as a rock climbing supplier that sold
Rugby shirt (Scholes 2019) His designs are simple than can be wear in any weather from
fleece jackets to quick-drying shorts made of recycled nylon polyester and organic cotton
Today Patagonia (2019) has 199 stores around the world that makes gears for skiing surfing
and climbing in addition it sells its specialty lager all while remaining the benchmark for
eco-friendly clothing brands
Patagonia is additionally focused on the human effect of its supply chain their main
goal is to raise awareness within the society to combine with the products beyond the
engagement to the environment (Daniels Ethics 2011) Keeping in mind that a lot of brands
teach shoppers about ecological and social issues Patagonia has demonstrated for quite a
long time that it can change its clients behaviour (Lowitt 2011)
Chapter 3 Research Question(s) Goals and Objectives
Purpose
How Patagonia apply triple bottom line in their marketing strategy
Research Questions
1 An analysis of how Patagonia having an ethical awareness drives brand engagement
2 An evaluation of Patagonia most appropriate social media platform (YouTube
Facebook and Instagram) from driving the sustainability
Objectives
bull The researcher aim to achieve a deep understanding of different approach Patagonia
use in their marketing strategy
bull The researcher considers Patagonia has more engagement on their Facebook page
bull Identify marketing techniques of sustainability and ethics to engagement with
audience
bull Collect data from previous case studies to enable to create clear and accurate
information
Paola Pena Lozada Page 13
Chapter 4 Research Design Methodology
This section aims to explain the methodology used to gather information a case study
that was developed by the researcher based on how Patagonia applies the triple bottom line in
their marketing strategy It analysed information based on secondary sources like Patagonias
website social media platforms and previous studies about the company books websites
and e-journals An analysis of sustainable company drives to brand engagement The case
study used a qualitative research methodology
Hollweck (2016) describes case study as a methodical tool that can utilize both
qualitative and quantitative the aim is to analyse information that can help clarify definitive
results because the investigation procedure comprises matching empirically observed
measures to hypothetically anticipated events On the other hand Yin (2014) states that case
study is one the most challenging research of all science attempts the objective is to gather
exhibit and break down information fairly by reading articles reports books among others
A case study is an in-depth technique that generally gives detailed and more
legitimate information about a person company groups or particular situation studied
Meanwhile surveys allow the researcher to collect data on numerous individuals or big
population so as to comprehend different opinions about a specific topic however can lead
to inaccurate information (Zololkis 2010) Moreover Irvine (2018) describes that interviews
are easier in the sense of the researcher can see peoplersquos reaction thus they feel more secure
to answer questions verbally than written down however interviews takes more time than
survey and cannot collect as many data as surveys
In overall case studies offer the most accurate data when compared to interviews and surveys
in contrast to qualitative research that helps to understand the reality of the studies if the
objective is to create a hypothetical framework that present veracity rather than the researcher
point of view along these lines it is conceivable to distinguish strategies that help the finding
of theory data as proposed (Ochieng 2009) On the other hand the case study is based on
inductive research according to Gabriel (2013) inductive approaches are mostly used in
qualitative research Furthermore it involves the search for pattern from perception and the
improvement of explanations theories for those patterns through the arrangement of
Paola Pena Lozada Page 14
hypotheses The aim is to generate meanings from the data collected in order to recognize
relationships to develop a theory
Chapter 5 Results (Research Findings)
1 An analysis of how Patagonia having an ethical awareness drives brand
engagement
According to Shaw (2018) for the last years marketing research has impacted of
consumer interaction with brands different researches have suggested that engaging
customer with a brand is an essential method in building stronger relationships and improving
brand performance as stated by (Khamitov et al 2019) Brand engagement contributes to
better organisational performance outcomes Patro (2013) describes those outcomes as
business development sales growth and brand referrals among others
However (Hollebeek et al 2014) suggests that this idea of brand engagement has
gotten recently less consideration While expressing that this concept is an interactive nature
have interpreted brand engagement as a consumer psychological responses emotional and
behavioural activity identified with customer and brand interactions (Schmitt et al 2009)
adds that those behaviours aroused by brand-related that are part of the brandrsquos design
communications and identity by combining consumer and brand lead to the memorable and
unique brand experience
Conversely NBRI (2020) suggests that brand engagement must be used externally
and internally building the brand from the inside organisations obtain a deeper engagement
with their employees helps the brand solidify and improve the brand for consumers In
addition Sinek (2009 cited in TEDcom) explains that the most successful brands think act
and communicate opposite to those less successful brands the key is to answer the three
questions of the golden circle Why How and What Weishaupt (2017) highlights that
inspirational organisations think from the inside to the outside by answering why and how
they do it and what it does
Therefore when a company communicate their values and beliefs rather than describe
their products they will attract more customer they will feel more connected as well
Paola Pena Lozada Page 15
increasing brand engagement Consequently some socially responsible brands are well
known for using the golden circle Willard (2018) believes that Toms shoes ldquowhyrdquo is to
provide free shoes to children in need one day without shoes campaign creates awareness on
global children education but at the same increase brand engagement as consumer were
sharing their Toms shoesrsquo experience by uploading pictures through social media (Naeini et
al 2015)
On the other hand Rhodes (2020) explains that Patagoniarsquos ldquowhyrdquo is clear they are in
business to save the planet one of the many ways they contribute is donating 1 of their
profits to the environmental protection and wilderness conservation However companies
pretending to be good in their marketing strategy and accused of green-washing are more
likely to fail as discussed by Sinek (2009) Perhaps the power of customer is stronger than
before maybe in future they would have the ability to shift the core values Triple Pundit
(2011) states that meanwhile customer cannot constrain companies to think differently they
have been motivated to fulfil customerrsquo needs hence have the ability to contribute to a better
world
Moreover one of the approaches Patagonia constantly engages with its audience
through campaigns where they not only focus on advertising its products but rather
Patagonia promote its brand by providing consumers with content and products that will
benefit their lives and interests as described by McLaughlin (2018) Yet they educate
motivate and assist people to recycle clothing and to have a more conscious lifestyle In fact
(Salesforce 2016) highlights that many companies once the customer journey is over they
stop the interaction brand-customer However Patagonia extends their customer experience
interaction by providing their customer with additional materials newsletters events social
media public engagement blogs Besides Nastu (2017) explains that Patagonia demonstrate
its sustainable supply chain activities including how they made its Fair Trade Certified
garments in the effort to impact in a positive way their factory workers as well as to educate
their customer where the materials come from
Patagonia campaign ldquoDonrsquot Wear This Jacketrdquo is the perfect example of how ethical
awareness drives brand engagement thus increases sales Thangavelu (2020) points out that
just nine months after the campaign was released Patagonia sales were up by $543 million
Additionally Dkaizer (2017) indicates that the interactive film experience devoted to
Paola Pena Lozada Page 16
protecting bears ears was watched 112852 views in two weeks the brand emphasizes their
loyalty to corporate social responsibility and their target audience Therefore brand content
generates actions that contribute to brand engagement
In addition MacKinnon (2015) explains that the Worn Wear is a campaign to extend
the life of Patagoniarsquos products and to encourage discussions about harming the planet by a
global economy that depends on consumerism Instead the brand provides customers with the
chance to have their Patagonia garments repaired or trade in order to receive credit to buy a
new or used garment Alongside Vogl (2015) explains that Patagonia constructed a
sustainable truck to travel around America and repair clothes on the way during the journey
the truck served as a storyteller in a way that customer engaged even more with the brand by
sharing their experiences Collier (2018) states that the campaign congregates up to 11075
attendants in total making it a success for the company
Nevertheless anti-consumerism marketing strategy encourage customer to think not to
buy Penhollow (2015) adds that as well helps Patagonia to build brand awareness outside
and inside its community of followers as a result the company sees double-digit annual
growth As a result of Worn Wear success campaign Patagonia created a website where
clients can buy thrifted Patagonia clothing as described by Patagonia (2020) At the same
time customer can shared their experiences on the website through the section The Stories
We Wear Baillargeon (2016) states that this offers customers the chance to share
memorable experiences and moments wearing the brandrsquos garments and how Worn Wear
has given their garments another opportunity
On the other hand Patagonia every two years has held the ldquoTools Conferencesrdquo by
throughout training an entire generation of activists Patagonia (1997) highlights that they
gather leaders to share their experiences with advocates from grassroots environmental
groups which Patagonia has associated through their donations programs Moreover
Patagonia (2017) states that the brand imparts their wisdom even on those who are not
Patagoniarsquos customer any individual can request a representative from Patagonia to talk at
events This is a piece of Patagonias strategic shows how passionate they are about what they
have believed in
Paola Pena Lozada Page 17
Moreover the brand is getting their message all around the world even for those who are
not advocated saving the planet McLaughlin (2018) affirms that the conferencersquos goal is to
motivate their audience and empower them to create ideas regarding how they can contribute
to face the environmental crisis Nevertheless Patagonia is enthusiastic about connecting
with each one of the individuals who visit their site and continually want feedback on how to
be a better brand Certainly according to Clarke (2006) Patagonia applies Triple Bottom Line
approach by keeping people planet and profit at the core of what they do This causes
customer to be part of the procedures and for instance in makes them more engaged with the
brand
Furthermore North Face is an outdoor brand that is very similar to Patagonia although
North Face share similar values regarding saving the wilderness the brand is more engaged
to drive advertising that increase annuals profit and consumer-based as explained by
Timbrook (2020) On the contrary Meltzer (2017) highlights that Patagonia is more focused
on reducing their footprint applying strict environmental guidelines on material recycling
and encouraging consumers to take actions over the planet
Patagoniarsquos owner believes that the key of their business success is that purpose is not
taken as a strategy rather is the purpose of why the brand exists Robertson (2019) explains
that in the sense of Patagonia their mission statement is clear they are in business to save the
world He stated that purpose impacts beliefs and values which then impact directly to his
employeesrsquo behaviour as well as his customers
Patagoniarsquos ant-consumerism strategy increase brand awareness as their values are
aligned with environmental and social causes and target market creating a strong relationship
between them According to (Zhao et al 2016) the more companiesrsquo values are aligned with
environmental protection the higher the consumer respond for their products making long-
term profits for the company Hence Patagonia efforts on corporate social responsibility and
ripple bottom line approach are reflected as story of the brandrsquo mission and values which are
clearly recognizable all through its business plan as a whole as discussed by Kelley (2015)
Paola Pena Lozada Page 18
2 An evaluation of Patagonia most appropriate social media platform (YouTube
Facebook and Instagram) from driving the sustainability
Over the most recent decade sustainability and social media have been playing an
increasingly significant job in the manner that organizations talk about themselves Carpenter
and Takahashi (2016) state that together social media and sustainability have opened a new
path to push companies to revaluate their role in society and how their business activities
affect the planet Thus leading to new levels of transparency higher commitment aligned
between companies people and communities as described by Cushman (2014)
According to Verde (2014) social media provides a large number of advantages
including customer trust for companies involved in sustainability they must be able to
adequately convey their efforts Thus social media can benefit sustainable organisations to
communicate effectively while increasing their brand reputation However Dossa (2020)
suggest that engaging sustainability not only includes sharing information perhaps the most
significant part is to engage and listen to their stakeholders are essentials elements for
efficient communication which makes social a great tool to transmit such interactive
dialogues
Conversely Mainwaring (2011) highlights that social media can be used as a strong
weapon against those companies that are not committed to the environment and are harming
the planet For instance people and sustainable organisation are using social media to force
businesses adopting environmental practices by changing their corporate behaviour around
the world as well as putting pressure on governments to act on the environmental changes as
described by (Ali et al 2015)
Moreover Genc (2017) suggest that organisations must then select proper channels to
communicate their efforts on environmental and social causes engaging with the right
audience through the amount of advertisements that are distributed in all social media
platforms while competing for userrsquos attention According to Chaffey (2020) there are 380
billion monthly active users on social media what makes sustainable growth stands out in a
digitalized vast world rather than just presenting reports of sustainability A company like
HampM have raised the social media fails to successfully engage with their audience on their
sustainable efforts
Paola Pena Lozada Page 19
According to Wood (2016) HampM has been applying a solid campaign on social media to
raise awareness of the environmental issues caused by the fast fashion industry using the
hashtag WorldRecycleWeek HampM urged consumers to recycle unwanted garments at their
stores Although many consumers have questioned their corporate behaviour the brand is
seen as green-washing However they used their social media to engage with the critics and
respond openly through exposure and consciousness of their sustainability efforts as stated by
Segran (2019)
On the other hand Hughes (2016) says that Tomrsquos shoes frequently use social media to
raise social issues once a year they promote the hashtag withoutshoes Tomsrsquo campaign
One Day without Shoes bring awareness about childrenrsquos health in 2015 they gave over
27000 shoes to children in need According to Erskine (2020) the challenge is to understand
how to successfully engage with their target audience on sustainable topics using appropriate
social media platforms For instance sustainable brands have been much slower to adapt in
the digitalised world however they are finding ways to drive engagement on critical issues
such as the use of social media as suggested by Osburg and Lohrmann (2017)
In the case of Patagonia Drawbridge (2018) suggests that the brand purpose and
storytelling plays a significant role in their non-conventional green marketing to build brand
loyalty with its consumers According to Engagement Labs Patagonia (2016 cited in Briggs
2016) enlists user-generated content through images videos landscapes stories to promote
and gain the most Sonsev (2019) argues that rather than advertising its garments the brand
uses campaigns to educate their audience by sharing environmental and social issues
encouraging buyers to lower their carbon footprint and create awareness of consumerism by
continuously linking back to its core values and mission
Furthermore Boniface (2019) adds that Patagonia utilizes social platforms to share data
on new developments in innovation While numerous individuals are against seeing
commercials on social media supporters of the environment and many others would be less
opposed to seeing data on ecological and social issues Thangavelu (2020) suggests that this
gives Patagonia an advantage in its capacity to market to clients without appearing to be
repressive Moreover Beer (2018) explains that Patagonia utilizes different social media
platforms such as Facebook YouTube Instagram Twitter and a Blog they are not all
Paola Pena Lozada Page 20
posting about very similar things their marketing approach is to post different information
between them Their target audience are the generation X and millennials who have
disposable income the brand cares more about quality instead of quantity and appreciate the
value in spending more money for a piece of garment that will last longer as described by
Klara (2016)
However when it comes to events they use all the platforms to advertise Influencer
Marketing Hub (2020) explains that Patagonia knows how to match ads with its target
audience on Facebook where they have 17 million followers Torossian (2011) adds that
followers can discover blogs of adventurers outdoorsman and environmentalists post related
to social and environmental groups and events pages In fact in 2016 the brand had the
highest engagement score between among sports apparel brands on Facebook as highlighted
by Briggs (2016)
Whereas on Instagram Patagonia have 44 million followers they are more focus on
posting charming photos mostly taken by their customer wearing the garments and outdoor
adventures a great strategy of connecting with Patagoniarsquos loyal audience as explained by
Berger (2016) According to Zhukova (2016) Patagonias partnership help builds a strong
engagement with their audiences such as photographer and adventures like Mikey Schaefer
and Austin Siadak One of the most engaging posts in 2016 mentioned both of them thus
Instagram post is most engaging using user handle and geo-tagger as increase engagement by
79 as indicated by Hootsuite (2020)
On the other hand Think Media Consult (2018) states that Patagoniarsquos YouTube channel
has more than 191k followers and 32 million views their videos are related to outdoor
adventures such as snowboarding skiing surfing climbing and campaign like Worn Wear
Harper (2018) highlights that Patagonia makes sure their videos tell stories rather than just
sell products the brand story is essentially told through what they focus their cameras around
on and that excitement is influenced any video or production approach The brand also post
videos explaining the process of their garment However the audience shows more
engagement on the outdoors sports videos
Moreover on Twitter the brand has 458K followers Dailey (2018) states that this is the
platform where they show more engagement directly to their social political and
Paola Pena Lozada Page 21
environmental views Their strategy is to also retweet from accounts such as Natural
Resources Defence Council Ceres News and the Environmental Defence Fund According to
Gelles (2018) President Trump announced in 2017 the size reduction of two national
monuments Bears Ears and Grand Staircase Escalante National Monuments Patagonia has
been actively involved in the preservation of Bears Ears since 2012 of the preservation
As a result Gelles (2018) adds that Patagonia took twitter to show their disagreement
ldquoThe President Stole Your Landrdquo and filed a lawsuit against the Ryan Zinke the secretary of
agriculture the chief of the Forest Service and the director of the Bureau of Land
Management Furthermore a study was taken by (Adamovic et al 2016) between November
20 2015 and January 20 2016 using analysis websites SocialMention and IceRocket they
found that Patagonia is more active on Twitter and generated more engagement with their
followers they were mentioned more than 240K tweets per day on average the majority of
the tweets were positive Yet the brand even receives more likes and retweets than its main
competitor The North Face this shows the brand strong engagement and loyal fan base as
described by (Adamovic et al 2016)
In overall Patagonia social media engagement was 31 posts on Facebook 210 tweets on
Twitter 58 photos on Instagram and 56 videos on YouTube McLaughlin (2018) highlights
that the brand maintains their support to environmental and social causes keeping a
consistent voice that reinforces their mission statement and values they promise to keep
doing responsible practices regarding sustainable procedures and recycled materials
Chapter 6 Conclusions and Further Work
Based on the findings of this case study the following conclusions are drawn
Given the finding results the researcher retain that sustainable can engage with
customers and have a higher brand engagement than non-sustainable brands In fact the triple
bottom line can help and support the implementation of sustainable business practices which
are fundamental to put into operation the principles of corporate social responsibility
Patagonias essential non-traditional campaigns set the difference to how other retail
brands should embrace environmental responsibility what makes Patagonia a pioneer in the
Paola Pena Lozada Page 22
business Although Patagonias anti-consumerism practices perform the opposite of what
traditional marketing strategies outlining its fruitful methodology of putting the planet before
company profit Furthermore by integrating political and anti-consumerism promotion in its
advertising strategies over social media and website Patagonia provokes controversy while at
the same time engage with their audience and urge them to take action for environmental and
social issues
Patagonia builds ethical awareness through marketing strategies by interfacing its
connecting its buyers to its brand Its mission is strongly recognizable through its business
model as a whole making it clear the reason they are in business is to save the planet Their
values are aligning with their corporate social responsibility creating a solid relationship
between Patagonia and their audience As indicated in the findings the more an organization
esteems and follows up on environmental and social protection efforts the higher their
consumer support As a result Patagonia is the leader in outdoor clothing by putting the
planet over profit wandering endlessly from anti-consumerism and exemplary lucrative
standards
Patagonia uses green marketing and social media platforms to build and maintain
brand loyalty among their audience Their strategy on social media platforms are not just to
sell their products they are promoting a lifestyle by telling stories through their audiencersquos
pictures and videos as well transparently storytelling of their supply chain practices and
investments for environmental activist organizations
According to the findings Patagonia most suitable social media platform to drive
sustainability is not clear as the brand use each platform to create ethical awareness
However Patagonia shows more engagement on their Twitter account directly to their
social political and environmental causes They engage with other environmental
organizations by retweeting them they have been mentioned thousands of time a day by
other accounts and even showing disagreement to faced environmental problems with the
American government
Further work
The restrictions of the case study open opportunities for new examinations in the
field As the researcher claims that both questions needs to be subject to further research it
Paola Pena Lozada Page 23
will be consider doing interviews to have a primary source such as interviewing members of
Patagonia staff and other sustainable organizations to have second opinions Future research
could apply triple bottom line on their business model In addition the researcher
recommends that future studies could utilize distinctive research techniques to investigate the
full degree of sustainable business
Chapter 7 Critical Self-Review
The researcher was confronted with a couple of limitations that affected this
examination Firstly the research was restricted to utilizing strictly online resources so as to
assemble fundamental and applicable data for the study This could create error of data or
bias that could be possibly useful to the study Secondly talking with Patagonia workers or
visiting the Patagonia shop in Dublin would have been a useful strategy to answer the second
question as the information is not clear on website searches Thirdly the researcher had
study Patagonia in previous semester this could generate an inclination on the side of
Patagonia beliefs and practices As well the researcher has a tendency of supporting
sustainable business this could be taken as a bias that acts as a restriction of the study
Finally the study was essentially assembled using qualitative research implying that the
researcher depended for the most part on online research base on Patagonia and other
sustainable brands This restricted the capacity to give measurable proof to help the
researches findings
Paola Pena Lozada Page 24
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Paola Pena Lozada Page 32
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Thangavelu P 2020 The Success of Patagonias Marketing Strategy [Online] available at
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2020]
Paola Pena Lozada Page 37
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with game-changing public relations Dallas Benbella Books Inc
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Verde D 2014 Social media has undermined peoples trust in brands [Online] available at
httpswwwtheguardiancomsustainable-business2014aug20social-media-has-
undermined-peoples-trust-in-brands [Accessed 29 April 2020]
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Whiting T 2019 Sustainable Style The Truth Behind The Marketing of HampMrsquos
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true-love-forever [Accessed 29 April 2020]
Wolfe I 2017 How Ethical Is Patagonia [Online] available at httpsgoodonyouecohow-
ethical-is-patagonia [Accessed 02 December 2019]
Wood J 2016 Clothing retailer HampM launches lsquoWorld Recycle Weekrsquo [Online] available
at httpswwwletsrecyclecomnewslatest-newsclothing-retailer-hm-launches-world-
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httpswwwworldwildlifeorgindustriescotton [Accessed 07 December 2019]
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Zhukova K 2016 How 4 Top Instagram Brands Keep Their Competitive Advantage
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Zololkis 2010 Difference between case study and survey research [Online] available at
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Paola Pena Lozada Page 39
- How Patagonia apply Triple Bottom Line in their marketing strategy
- What_is_Customer_Journey_Mapping_amp_Why_i
-
Paola Pena Lozada Page 5
Table of Contents
Abstract 3
Acknowledgements 4
Chapters 6
Chapter 1 6
Introduction 6
Chapter 2 8
Literature Review 8
Chapter 3 Research Question(s) Goals and Objectives 12
Chapter 4 Research Design Methodology 13
Chapter 5 Results (Research Findings) 14
Chapter 6 Conclusions and Further Work 21
Chapter 7 Critical Self-Review 23
References 24
Paola Pena Lozada Page 6
Chapters
Chapter 1
Introduction
Todayrsquos economic landscape is being formed by two dominant forces technology and
globalization Lisa Rachel (2016) explains that technology has revolutionized society the
way companies communicate through marketing strategies and persuade buyers not only
selling a product but adding value to their lives through the products in other words engage
them emotionally and physically (Mendes 2019) Globalization has increased enormously in
the last century as a result of cultural exchanges and trades is integration and connection of
markets all around the world through the internet
According to Duffy (2019) globalization has played a key role in the fashion industry
the fast change in this industry is seemingly among the most critical impacts of globalization
As a result the industry has opened up to a wide range of new styles influences and methods
of production Thusly people around the world have more access as never before to so many
trends and low prices (Ledezma 2017)
Srivastava (2005) describes that the use of mobile phones the internet and social
media has changed the way people behave communicate live and work Oxford college of
marketing (2017) refers that todayrsquos society is induced by millions of brands through the
internet billboards celebrities discounts free samplings Even though if consumers are not
interested in one product marketing strategies can influence a possible buyer to make a
purchase by analyzing the culture social personal and psychological factor of the
companiesrsquo target as suggested by Thomes (2018)
Nowadays consumers are savvier IBM (2019) states that for instance they have
higher demands than previous years thus are taken the internet to educate themselves Target
audience has changed new generation ldquoMillennialrdquo are enhancing their perspectives for
brands Landrum (2017) express that they are likely to spend more money on a product if it
comes from a sustainable brand that supports environmental responsibilities practice
corporate social responsibility and use triple bottom line as the core of their business to
create shared values leading to a strong brand loyalty (IBR 2011) as a result companies are
evaluating and rethinking their brand building
Paola Pena Lozada Page 7
Companies nowadays are to think beyond profit using marketing as a tool to
demonstrate the social and environmental impact of their products a Turletti (2019)
highlights that is the reason brands use stakeholders and sustainability programs in their
marketing strategies by incorporate sustainability into the business purposes and process it
embed as the main key of a competitive advantages by applying triple bottom line in their
marketing strategy
Patagonia is the perfect example of a company that cares about the environment an
outdoor clothing company that is 100 Fair-Trade Certified established in 1973 by Yvon
Chouinard as a rock climbing supplier that sold Rugby shirt (Scholes 2019) His designs are
simple than can be wear in any weather from fleece jackets to quick-drying shorts made of
recycled nylon polyester and organic cotton Today Patagonia (2019) has 199 stores around
the world that makes gears for skiing surfing and climbing in addition it sells its specialty
lager all while remaining the benchmark for eco-friendly clothing brands According to
Patagonia (2020) one of their stores is located in Dublin where they supported grantees to the
Irish Peatland Conservation Council in Rathangan Ireland VOICE Ireland community the
Irish Seed Saver Association CLG Crann Tress for Ireland among others
Patagonia is additionally focused on the human effect of its supply chain their main
goal is to raise awareness within the society to combine with the products beyond the
engagement to the environment (Daniels Ethics 2011) Moreover Wolfe (2017) states that
they spend time analyzing the impacts of its products to fulfill customersrsquo needs by using
innovation to improve their products and process while reducing environmental impact This
case study will look at how Patagoniarsquos business model who is known for overt
consumerism still applies unconventional marketing strategy in order to remain commitment
to the planet and its customers by selling its products align with the Triple Bottom Line
framework which is a sustainability framework that examines a companyrsquos environmental
social and economic impact as stated by Fernandes (2020)
The reason why I choose Patagonia as a case study is that in recent years I have
become aware of the products I put on my skin my hair changing my toothbrush and razor
for bamboo instead of plastic As well in college I have been learning about ethical issues
corporate social responsibility Patagonia is a genuine case of a sustainable and
Paola Pena Lozada Page 8
environmentally brand that cares about the planet and people while making a profit the brand
has a clear mission which it is shared within its stakeholders becoming a successful
company By choosing Patagonia as a case study allows me to investigate its sustainable
approach organizational culture and how stakeholders are aligned to the companyrsquos values in
far more detailed and depth investigation than might be not possible with academic research
Chapter 2
Literature Review
Years ago the buyerrsquos journey was easier than now people went to a couple of sites
while searching for a product or service by comparing and made a choice dependent on that
data (Square 2 Marketing 2019) However nowadays information about a specific product
can be found in almost interminable websites Gallegos (2016) highlights that before
organizations had more capacity to persuade and dissuade clients to buy their sales
representatives were trusted in the process of buying Digital Marketing Institute (2019)
points out that today customers are savvier and able to research for a product on the internet
in seconds before going to the shop in fact 98 of consumers do not make a purchase
during the first visit to a brand site (Roesler 2018) This makes the selling process hard for
organizations hence marketing to clients is more troublesome than it used to be
Moravcikova (2018) suggest that technology and globalization have changed the way
how a brand communicates to potential buyers thousand of brand messages are delivered
every day which make difficult for a brand to stand apart among their rivals which is the
reason a considerable lot of them are starting to re-examine their current marketing
methodologies Furthermore Simsek (2019) stays that one of the most effective ways brands
can communicate with possible buyers it is to have clear the organizationrsquos mission and
vision and identify their target audience (Heibutzki 2019) thus brand can create specific
content to that audience by using social media billboards TV and radio ads among others
the target audience reception will contribute to the reputation of brands that leads to driving
sales
However Grani (2016) argues that traditional marketing can get lost in the clutter
instead some organizations are adopting a triple bottom line apply in marketing that creates
values that lead to strong brand loyalty Triple Bottom Line was first introduced 26 years ago
by Elkington (1999) a disruptive corporate tool that takes into account People Planet and
Profit While a few organizations have incorporated the Triple Bottom Line into the centre of
Paola Pena Lozada Page 9
their business numerous others have failed to demonstrate their responsibility with the
environment and people (Ginige 2016) In the wake of high unethical scandals such as
Volkswagen Diesel dupe General Motors safety cars and Takata bankruptcy for a faulty
airbag among others Unilever stands out as a good example of the TBL and CSR failure
approach (Quigley 2017)
Borelli (2017) points out that its CEO Polman stated that his personal mission with
the brand is ldquoto galvanize our company to be an effective force for goodrdquo Contradictory with
sexual harassment and environmental scandals in 2016 nearly 600 Indian workers were
exposed to mercury and in 2011 African labourers claim to be victims of sexual harassment
by their managers As a result the company suffered a declined in their sales expectations
from 28 to 22 On other findings contradictory to CSR scandals Prater (2019) puts
forward that the outdoor apparel companies such as Patagonia REI YETI Moosejaw and
Outdoor Voices they are a good example of CSR and TBL strategies while combining with
disruptive marketing as a business model that goes to the opposite direction to traditional
marketing In this case disruptive marketing takes risks it challenges conventional ways of
think within a new or existing market that provide unique content this business model cares
about customerrsquos needs by creating new products or process as a result the customer
connects more to those brands who are applying it (Barber 2018)
Brown (2016) points out that since most fashion industry companies are focused on
mass production and competitors offer similar products and services brands must distinguish
themselves to stand out of the crowd by adding value and listening to peoples needs Allchin
(2013) highlights that Patagonia campaign for Black Friday ldquoDonrsquot Buy This Jacketrdquo is the
perfect example of disruptive marketing they encouraged its customers to consider the effect
of consumerism on the environment and to buy only products that they need Although this
strategy seems to go against any marketing strategy on one of the busiest days of the year to
shop in The United States they rather gave all its money raise it on the day to charities align
with environmental awareness (Cave 2016) they has built up a solid community of people
who value the brands mission which is ldquoWe are doing business to save the planetrdquo and its
products (Patagonia 2019)
The United Nations in 2007 talks about the increase of awareness in the climate
change and corporate social responsibility throughout organizations has shaped the
Paola Pena Lozada Page 10
requirement for organizations to increase their marketing strategies (UN Chronicle 2007)
Additionally EPA (2017) claims that climate reports demonstrate constant increments in
levels of barometrical ozone and carbon dioxide and greenhouse gases Environmental
change is as of now influencing where individuals live how they live and how firms direct
business More recently The United Nations (2019) distributed 17 goals for sustainable
advancement that look to protect the planet end of poverty and improve lives They include a
scope of social needs such as responsible utilization and production education wellbeing
neediness sexual orientation equality social security among others Moreover Hackenberg
(2019) argues that companies that can commit to these goals have the potential to influence
customer inclinations and decrease the carbon footprint of the supply chain while achieving a
higher level on Corporate Social Responsible
Considering these environmental issues and how climate change is giving us only 12
years to limit and repair damages to the planet companies are urged to re-constructed their
products and process that are harming the planet (Watts 2018) The fashion industry is the
second most polluting industry in the world In 2011 European fashion industries went from
two collections to five per year (McFall-Johnsen 2019) However some brands offer
significantly more Zara produced 24 and HampM 12 every year (McFall-Johnsen 2019)
Batelier (2018) claims that only the US produced 15 million tonnes of textile waste in the last
20 years and between 80 and 100 billion pieces of clothes are made every year Thus the
entire planet is running out of time to save it as Kateman (2019) states that nowadays there is
an increase on ethical brands even old brands are changing the materials they used
HampM has attempted to be part of as a ldquosustainablerdquo brand to offset the impact that
apparel industry is having on the environment Segran (2019) in fact they launched a
ldquoconsciousrdquo collection in 2010 but the brand never explained to the consumers why that
collection was labelled as a conscious In their annual report of 2017 Hitti (2019) highlights
that HampM explains that the conscious collection was made with sustainable materials such as
organic cotton tencel and recycled polyester However Whiting (2019) explains that often
cotton is portrayed as eco-friendly material which is the worldrsquos most commonly used in the
production of clothes even though is a natural fabric it is not sustainable enough therefore
WWF (2019) points out that cotton needs 20000 litres of water to grow 1 Kg of cotton the
same amount needs to create a t-shirt and one pair of jean One event that creates awareness
within society and the fashion industry as stated by Donaghey (2015) was the collapsed of the
Paola Pena Lozada Page 11
garment factory Rana Plaza in Bangladesh where 1138 people died well known for poor
working conditions and unfair wages it was the housed of big brands such as Primark
Benetton and Mango
Fashion Revolution (2017) proves that since the disaster millions of people have
joined The Fashion Revolution to demand fair wages safety working conditions and more
transparency over 100000 people used a hash tag to ask brands whomademyclothes as a
response the supply chain of the fashion industry such as farmers factories and producers
use imadeyourclothes improving working conditions and more than 1300 factories have
been inspected Minimum wage in Cambodia and Bangladesh increase 77 over 70 brands
started to reduce toxic chemicals in their products (Fashion Revolution 2017)
It is clear that the fashion industry still one of the most polluting industries in the
world landfills are flooded with clothes the garment industry is getting bigger and moving
faster people buy clothes than ever before and the life cycle of each piece last less (Dunbar
2016) Hence the new era of sustainability is rising consumers around the globe are making
changes in their shopping habits they are motivated to be more ethical (CB Insights 2019)
While as yet consumers are still struggling with cost and awareness alongside their need to
better the world they are searching for organizations to step up as partners in their mission to
contribute to the environment (Nielsen 2018)
Organizations began in the so distant past to concede they have a job in the
environment In 1981 Freer Spreckley recommended that organizations ought to report on
their monetary outcomes but also the environmental impact In 1997 John Elkington
authored the expression Triple Bottom Line in his book as the three dimensions of
sustainable development such as people planet and profit forced companies to broaden their
circle of responsibility as described by Elkington (2004 cited in Miller et al 2007)On the
other hand triple bottom line is measure sustainability by the organizationrsquos activities
including environmental and human capital shareholders values and profitability as
proposed by Savitz (2006 cited in Slaper and Hall 2011) And more recently in 2018 Robert
Sroufe incorporated in his book the integration of Triple Bottom Line as an exceptional
management model that mixes every one of these ideas (Turletti 2019)
Paola Pena Lozada Page 12
On the other hand one activist company that has a clear understanding of the Triple
Bottom Line approach is Patagonia A well-known company that is 100 Fair-Trade
Certified established in 1973 by Yvon Chouinard as a rock climbing supplier that sold
Rugby shirt (Scholes 2019) His designs are simple than can be wear in any weather from
fleece jackets to quick-drying shorts made of recycled nylon polyester and organic cotton
Today Patagonia (2019) has 199 stores around the world that makes gears for skiing surfing
and climbing in addition it sells its specialty lager all while remaining the benchmark for
eco-friendly clothing brands
Patagonia is additionally focused on the human effect of its supply chain their main
goal is to raise awareness within the society to combine with the products beyond the
engagement to the environment (Daniels Ethics 2011) Keeping in mind that a lot of brands
teach shoppers about ecological and social issues Patagonia has demonstrated for quite a
long time that it can change its clients behaviour (Lowitt 2011)
Chapter 3 Research Question(s) Goals and Objectives
Purpose
How Patagonia apply triple bottom line in their marketing strategy
Research Questions
1 An analysis of how Patagonia having an ethical awareness drives brand engagement
2 An evaluation of Patagonia most appropriate social media platform (YouTube
Facebook and Instagram) from driving the sustainability
Objectives
bull The researcher aim to achieve a deep understanding of different approach Patagonia
use in their marketing strategy
bull The researcher considers Patagonia has more engagement on their Facebook page
bull Identify marketing techniques of sustainability and ethics to engagement with
audience
bull Collect data from previous case studies to enable to create clear and accurate
information
Paola Pena Lozada Page 13
Chapter 4 Research Design Methodology
This section aims to explain the methodology used to gather information a case study
that was developed by the researcher based on how Patagonia applies the triple bottom line in
their marketing strategy It analysed information based on secondary sources like Patagonias
website social media platforms and previous studies about the company books websites
and e-journals An analysis of sustainable company drives to brand engagement The case
study used a qualitative research methodology
Hollweck (2016) describes case study as a methodical tool that can utilize both
qualitative and quantitative the aim is to analyse information that can help clarify definitive
results because the investigation procedure comprises matching empirically observed
measures to hypothetically anticipated events On the other hand Yin (2014) states that case
study is one the most challenging research of all science attempts the objective is to gather
exhibit and break down information fairly by reading articles reports books among others
A case study is an in-depth technique that generally gives detailed and more
legitimate information about a person company groups or particular situation studied
Meanwhile surveys allow the researcher to collect data on numerous individuals or big
population so as to comprehend different opinions about a specific topic however can lead
to inaccurate information (Zololkis 2010) Moreover Irvine (2018) describes that interviews
are easier in the sense of the researcher can see peoplersquos reaction thus they feel more secure
to answer questions verbally than written down however interviews takes more time than
survey and cannot collect as many data as surveys
In overall case studies offer the most accurate data when compared to interviews and surveys
in contrast to qualitative research that helps to understand the reality of the studies if the
objective is to create a hypothetical framework that present veracity rather than the researcher
point of view along these lines it is conceivable to distinguish strategies that help the finding
of theory data as proposed (Ochieng 2009) On the other hand the case study is based on
inductive research according to Gabriel (2013) inductive approaches are mostly used in
qualitative research Furthermore it involves the search for pattern from perception and the
improvement of explanations theories for those patterns through the arrangement of
Paola Pena Lozada Page 14
hypotheses The aim is to generate meanings from the data collected in order to recognize
relationships to develop a theory
Chapter 5 Results (Research Findings)
1 An analysis of how Patagonia having an ethical awareness drives brand
engagement
According to Shaw (2018) for the last years marketing research has impacted of
consumer interaction with brands different researches have suggested that engaging
customer with a brand is an essential method in building stronger relationships and improving
brand performance as stated by (Khamitov et al 2019) Brand engagement contributes to
better organisational performance outcomes Patro (2013) describes those outcomes as
business development sales growth and brand referrals among others
However (Hollebeek et al 2014) suggests that this idea of brand engagement has
gotten recently less consideration While expressing that this concept is an interactive nature
have interpreted brand engagement as a consumer psychological responses emotional and
behavioural activity identified with customer and brand interactions (Schmitt et al 2009)
adds that those behaviours aroused by brand-related that are part of the brandrsquos design
communications and identity by combining consumer and brand lead to the memorable and
unique brand experience
Conversely NBRI (2020) suggests that brand engagement must be used externally
and internally building the brand from the inside organisations obtain a deeper engagement
with their employees helps the brand solidify and improve the brand for consumers In
addition Sinek (2009 cited in TEDcom) explains that the most successful brands think act
and communicate opposite to those less successful brands the key is to answer the three
questions of the golden circle Why How and What Weishaupt (2017) highlights that
inspirational organisations think from the inside to the outside by answering why and how
they do it and what it does
Therefore when a company communicate their values and beliefs rather than describe
their products they will attract more customer they will feel more connected as well
Paola Pena Lozada Page 15
increasing brand engagement Consequently some socially responsible brands are well
known for using the golden circle Willard (2018) believes that Toms shoes ldquowhyrdquo is to
provide free shoes to children in need one day without shoes campaign creates awareness on
global children education but at the same increase brand engagement as consumer were
sharing their Toms shoesrsquo experience by uploading pictures through social media (Naeini et
al 2015)
On the other hand Rhodes (2020) explains that Patagoniarsquos ldquowhyrdquo is clear they are in
business to save the planet one of the many ways they contribute is donating 1 of their
profits to the environmental protection and wilderness conservation However companies
pretending to be good in their marketing strategy and accused of green-washing are more
likely to fail as discussed by Sinek (2009) Perhaps the power of customer is stronger than
before maybe in future they would have the ability to shift the core values Triple Pundit
(2011) states that meanwhile customer cannot constrain companies to think differently they
have been motivated to fulfil customerrsquo needs hence have the ability to contribute to a better
world
Moreover one of the approaches Patagonia constantly engages with its audience
through campaigns where they not only focus on advertising its products but rather
Patagonia promote its brand by providing consumers with content and products that will
benefit their lives and interests as described by McLaughlin (2018) Yet they educate
motivate and assist people to recycle clothing and to have a more conscious lifestyle In fact
(Salesforce 2016) highlights that many companies once the customer journey is over they
stop the interaction brand-customer However Patagonia extends their customer experience
interaction by providing their customer with additional materials newsletters events social
media public engagement blogs Besides Nastu (2017) explains that Patagonia demonstrate
its sustainable supply chain activities including how they made its Fair Trade Certified
garments in the effort to impact in a positive way their factory workers as well as to educate
their customer where the materials come from
Patagonia campaign ldquoDonrsquot Wear This Jacketrdquo is the perfect example of how ethical
awareness drives brand engagement thus increases sales Thangavelu (2020) points out that
just nine months after the campaign was released Patagonia sales were up by $543 million
Additionally Dkaizer (2017) indicates that the interactive film experience devoted to
Paola Pena Lozada Page 16
protecting bears ears was watched 112852 views in two weeks the brand emphasizes their
loyalty to corporate social responsibility and their target audience Therefore brand content
generates actions that contribute to brand engagement
In addition MacKinnon (2015) explains that the Worn Wear is a campaign to extend
the life of Patagoniarsquos products and to encourage discussions about harming the planet by a
global economy that depends on consumerism Instead the brand provides customers with the
chance to have their Patagonia garments repaired or trade in order to receive credit to buy a
new or used garment Alongside Vogl (2015) explains that Patagonia constructed a
sustainable truck to travel around America and repair clothes on the way during the journey
the truck served as a storyteller in a way that customer engaged even more with the brand by
sharing their experiences Collier (2018) states that the campaign congregates up to 11075
attendants in total making it a success for the company
Nevertheless anti-consumerism marketing strategy encourage customer to think not to
buy Penhollow (2015) adds that as well helps Patagonia to build brand awareness outside
and inside its community of followers as a result the company sees double-digit annual
growth As a result of Worn Wear success campaign Patagonia created a website where
clients can buy thrifted Patagonia clothing as described by Patagonia (2020) At the same
time customer can shared their experiences on the website through the section The Stories
We Wear Baillargeon (2016) states that this offers customers the chance to share
memorable experiences and moments wearing the brandrsquos garments and how Worn Wear
has given their garments another opportunity
On the other hand Patagonia every two years has held the ldquoTools Conferencesrdquo by
throughout training an entire generation of activists Patagonia (1997) highlights that they
gather leaders to share their experiences with advocates from grassroots environmental
groups which Patagonia has associated through their donations programs Moreover
Patagonia (2017) states that the brand imparts their wisdom even on those who are not
Patagoniarsquos customer any individual can request a representative from Patagonia to talk at
events This is a piece of Patagonias strategic shows how passionate they are about what they
have believed in
Paola Pena Lozada Page 17
Moreover the brand is getting their message all around the world even for those who are
not advocated saving the planet McLaughlin (2018) affirms that the conferencersquos goal is to
motivate their audience and empower them to create ideas regarding how they can contribute
to face the environmental crisis Nevertheless Patagonia is enthusiastic about connecting
with each one of the individuals who visit their site and continually want feedback on how to
be a better brand Certainly according to Clarke (2006) Patagonia applies Triple Bottom Line
approach by keeping people planet and profit at the core of what they do This causes
customer to be part of the procedures and for instance in makes them more engaged with the
brand
Furthermore North Face is an outdoor brand that is very similar to Patagonia although
North Face share similar values regarding saving the wilderness the brand is more engaged
to drive advertising that increase annuals profit and consumer-based as explained by
Timbrook (2020) On the contrary Meltzer (2017) highlights that Patagonia is more focused
on reducing their footprint applying strict environmental guidelines on material recycling
and encouraging consumers to take actions over the planet
Patagoniarsquos owner believes that the key of their business success is that purpose is not
taken as a strategy rather is the purpose of why the brand exists Robertson (2019) explains
that in the sense of Patagonia their mission statement is clear they are in business to save the
world He stated that purpose impacts beliefs and values which then impact directly to his
employeesrsquo behaviour as well as his customers
Patagoniarsquos ant-consumerism strategy increase brand awareness as their values are
aligned with environmental and social causes and target market creating a strong relationship
between them According to (Zhao et al 2016) the more companiesrsquo values are aligned with
environmental protection the higher the consumer respond for their products making long-
term profits for the company Hence Patagonia efforts on corporate social responsibility and
ripple bottom line approach are reflected as story of the brandrsquo mission and values which are
clearly recognizable all through its business plan as a whole as discussed by Kelley (2015)
Paola Pena Lozada Page 18
2 An evaluation of Patagonia most appropriate social media platform (YouTube
Facebook and Instagram) from driving the sustainability
Over the most recent decade sustainability and social media have been playing an
increasingly significant job in the manner that organizations talk about themselves Carpenter
and Takahashi (2016) state that together social media and sustainability have opened a new
path to push companies to revaluate their role in society and how their business activities
affect the planet Thus leading to new levels of transparency higher commitment aligned
between companies people and communities as described by Cushman (2014)
According to Verde (2014) social media provides a large number of advantages
including customer trust for companies involved in sustainability they must be able to
adequately convey their efforts Thus social media can benefit sustainable organisations to
communicate effectively while increasing their brand reputation However Dossa (2020)
suggest that engaging sustainability not only includes sharing information perhaps the most
significant part is to engage and listen to their stakeholders are essentials elements for
efficient communication which makes social a great tool to transmit such interactive
dialogues
Conversely Mainwaring (2011) highlights that social media can be used as a strong
weapon against those companies that are not committed to the environment and are harming
the planet For instance people and sustainable organisation are using social media to force
businesses adopting environmental practices by changing their corporate behaviour around
the world as well as putting pressure on governments to act on the environmental changes as
described by (Ali et al 2015)
Moreover Genc (2017) suggest that organisations must then select proper channels to
communicate their efforts on environmental and social causes engaging with the right
audience through the amount of advertisements that are distributed in all social media
platforms while competing for userrsquos attention According to Chaffey (2020) there are 380
billion monthly active users on social media what makes sustainable growth stands out in a
digitalized vast world rather than just presenting reports of sustainability A company like
HampM have raised the social media fails to successfully engage with their audience on their
sustainable efforts
Paola Pena Lozada Page 19
According to Wood (2016) HampM has been applying a solid campaign on social media to
raise awareness of the environmental issues caused by the fast fashion industry using the
hashtag WorldRecycleWeek HampM urged consumers to recycle unwanted garments at their
stores Although many consumers have questioned their corporate behaviour the brand is
seen as green-washing However they used their social media to engage with the critics and
respond openly through exposure and consciousness of their sustainability efforts as stated by
Segran (2019)
On the other hand Hughes (2016) says that Tomrsquos shoes frequently use social media to
raise social issues once a year they promote the hashtag withoutshoes Tomsrsquo campaign
One Day without Shoes bring awareness about childrenrsquos health in 2015 they gave over
27000 shoes to children in need According to Erskine (2020) the challenge is to understand
how to successfully engage with their target audience on sustainable topics using appropriate
social media platforms For instance sustainable brands have been much slower to adapt in
the digitalised world however they are finding ways to drive engagement on critical issues
such as the use of social media as suggested by Osburg and Lohrmann (2017)
In the case of Patagonia Drawbridge (2018) suggests that the brand purpose and
storytelling plays a significant role in their non-conventional green marketing to build brand
loyalty with its consumers According to Engagement Labs Patagonia (2016 cited in Briggs
2016) enlists user-generated content through images videos landscapes stories to promote
and gain the most Sonsev (2019) argues that rather than advertising its garments the brand
uses campaigns to educate their audience by sharing environmental and social issues
encouraging buyers to lower their carbon footprint and create awareness of consumerism by
continuously linking back to its core values and mission
Furthermore Boniface (2019) adds that Patagonia utilizes social platforms to share data
on new developments in innovation While numerous individuals are against seeing
commercials on social media supporters of the environment and many others would be less
opposed to seeing data on ecological and social issues Thangavelu (2020) suggests that this
gives Patagonia an advantage in its capacity to market to clients without appearing to be
repressive Moreover Beer (2018) explains that Patagonia utilizes different social media
platforms such as Facebook YouTube Instagram Twitter and a Blog they are not all
Paola Pena Lozada Page 20
posting about very similar things their marketing approach is to post different information
between them Their target audience are the generation X and millennials who have
disposable income the brand cares more about quality instead of quantity and appreciate the
value in spending more money for a piece of garment that will last longer as described by
Klara (2016)
However when it comes to events they use all the platforms to advertise Influencer
Marketing Hub (2020) explains that Patagonia knows how to match ads with its target
audience on Facebook where they have 17 million followers Torossian (2011) adds that
followers can discover blogs of adventurers outdoorsman and environmentalists post related
to social and environmental groups and events pages In fact in 2016 the brand had the
highest engagement score between among sports apparel brands on Facebook as highlighted
by Briggs (2016)
Whereas on Instagram Patagonia have 44 million followers they are more focus on
posting charming photos mostly taken by their customer wearing the garments and outdoor
adventures a great strategy of connecting with Patagoniarsquos loyal audience as explained by
Berger (2016) According to Zhukova (2016) Patagonias partnership help builds a strong
engagement with their audiences such as photographer and adventures like Mikey Schaefer
and Austin Siadak One of the most engaging posts in 2016 mentioned both of them thus
Instagram post is most engaging using user handle and geo-tagger as increase engagement by
79 as indicated by Hootsuite (2020)
On the other hand Think Media Consult (2018) states that Patagoniarsquos YouTube channel
has more than 191k followers and 32 million views their videos are related to outdoor
adventures such as snowboarding skiing surfing climbing and campaign like Worn Wear
Harper (2018) highlights that Patagonia makes sure their videos tell stories rather than just
sell products the brand story is essentially told through what they focus their cameras around
on and that excitement is influenced any video or production approach The brand also post
videos explaining the process of their garment However the audience shows more
engagement on the outdoors sports videos
Moreover on Twitter the brand has 458K followers Dailey (2018) states that this is the
platform where they show more engagement directly to their social political and
Paola Pena Lozada Page 21
environmental views Their strategy is to also retweet from accounts such as Natural
Resources Defence Council Ceres News and the Environmental Defence Fund According to
Gelles (2018) President Trump announced in 2017 the size reduction of two national
monuments Bears Ears and Grand Staircase Escalante National Monuments Patagonia has
been actively involved in the preservation of Bears Ears since 2012 of the preservation
As a result Gelles (2018) adds that Patagonia took twitter to show their disagreement
ldquoThe President Stole Your Landrdquo and filed a lawsuit against the Ryan Zinke the secretary of
agriculture the chief of the Forest Service and the director of the Bureau of Land
Management Furthermore a study was taken by (Adamovic et al 2016) between November
20 2015 and January 20 2016 using analysis websites SocialMention and IceRocket they
found that Patagonia is more active on Twitter and generated more engagement with their
followers they were mentioned more than 240K tweets per day on average the majority of
the tweets were positive Yet the brand even receives more likes and retweets than its main
competitor The North Face this shows the brand strong engagement and loyal fan base as
described by (Adamovic et al 2016)
In overall Patagonia social media engagement was 31 posts on Facebook 210 tweets on
Twitter 58 photos on Instagram and 56 videos on YouTube McLaughlin (2018) highlights
that the brand maintains their support to environmental and social causes keeping a
consistent voice that reinforces their mission statement and values they promise to keep
doing responsible practices regarding sustainable procedures and recycled materials
Chapter 6 Conclusions and Further Work
Based on the findings of this case study the following conclusions are drawn
Given the finding results the researcher retain that sustainable can engage with
customers and have a higher brand engagement than non-sustainable brands In fact the triple
bottom line can help and support the implementation of sustainable business practices which
are fundamental to put into operation the principles of corporate social responsibility
Patagonias essential non-traditional campaigns set the difference to how other retail
brands should embrace environmental responsibility what makes Patagonia a pioneer in the
Paola Pena Lozada Page 22
business Although Patagonias anti-consumerism practices perform the opposite of what
traditional marketing strategies outlining its fruitful methodology of putting the planet before
company profit Furthermore by integrating political and anti-consumerism promotion in its
advertising strategies over social media and website Patagonia provokes controversy while at
the same time engage with their audience and urge them to take action for environmental and
social issues
Patagonia builds ethical awareness through marketing strategies by interfacing its
connecting its buyers to its brand Its mission is strongly recognizable through its business
model as a whole making it clear the reason they are in business is to save the planet Their
values are aligning with their corporate social responsibility creating a solid relationship
between Patagonia and their audience As indicated in the findings the more an organization
esteems and follows up on environmental and social protection efforts the higher their
consumer support As a result Patagonia is the leader in outdoor clothing by putting the
planet over profit wandering endlessly from anti-consumerism and exemplary lucrative
standards
Patagonia uses green marketing and social media platforms to build and maintain
brand loyalty among their audience Their strategy on social media platforms are not just to
sell their products they are promoting a lifestyle by telling stories through their audiencersquos
pictures and videos as well transparently storytelling of their supply chain practices and
investments for environmental activist organizations
According to the findings Patagonia most suitable social media platform to drive
sustainability is not clear as the brand use each platform to create ethical awareness
However Patagonia shows more engagement on their Twitter account directly to their
social political and environmental causes They engage with other environmental
organizations by retweeting them they have been mentioned thousands of time a day by
other accounts and even showing disagreement to faced environmental problems with the
American government
Further work
The restrictions of the case study open opportunities for new examinations in the
field As the researcher claims that both questions needs to be subject to further research it
Paola Pena Lozada Page 23
will be consider doing interviews to have a primary source such as interviewing members of
Patagonia staff and other sustainable organizations to have second opinions Future research
could apply triple bottom line on their business model In addition the researcher
recommends that future studies could utilize distinctive research techniques to investigate the
full degree of sustainable business
Chapter 7 Critical Self-Review
The researcher was confronted with a couple of limitations that affected this
examination Firstly the research was restricted to utilizing strictly online resources so as to
assemble fundamental and applicable data for the study This could create error of data or
bias that could be possibly useful to the study Secondly talking with Patagonia workers or
visiting the Patagonia shop in Dublin would have been a useful strategy to answer the second
question as the information is not clear on website searches Thirdly the researcher had
study Patagonia in previous semester this could generate an inclination on the side of
Patagonia beliefs and practices As well the researcher has a tendency of supporting
sustainable business this could be taken as a bias that acts as a restriction of the study
Finally the study was essentially assembled using qualitative research implying that the
researcher depended for the most part on online research base on Patagonia and other
sustainable brands This restricted the capacity to give measurable proof to help the
researches findings
Paola Pena Lozada Page 24
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Paola Pena Lozada Page 31
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Paola Pena Lozada Page 32
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Paola Pena Lozada Page 33
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Paola Pena Lozada Page 34
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sustainability claims [Online] available at httpswwwfastcompanycom90385370hm-
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[Accessed 09 December 2019]
Shaw A 2018 Digital Marketing Trends That Are Changing The Way We Market To
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httpswwwforbescomsitesforbescommunicationscouncil20180829digital-marketing-
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April 2020]
Simsek Y 2019 Inspiring Digital Marketing Agency Vision And Mission Statements
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Paola Pena Lozada Page 36
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at
httpswwwresearchgatenetpublication220208396_Mobile_phones_and_the_evolution_of
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Thangavelu P 2020 The Success of Patagonias Marketing Strategy [Online] available at
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Paola Pena Lozada Page 37
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Verde D 2014 Social media has undermined peoples trust in brands [Online] available at
httpswwwtheguardiancomsustainable-business2014aug20social-media-has-
undermined-peoples-trust-in-brands [Accessed 29 April 2020]
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Whiting T 2019 Sustainable Style The Truth Behind The Marketing of HampMrsquos
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httpsmediumcomtabithawhitingsustainable-style-the-truth-behind-the-marketing-of-h-
ms-conscious-collection-805eb7432002 [Accessed 07 December 2019]
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at httpsblogwaypostmarketingcomstorytelling-and-small-business-marketing-strategies-
true-love-forever [Accessed 29 April 2020]
Wolfe I 2017 How Ethical Is Patagonia [Online] available at httpsgoodonyouecohow-
ethical-is-patagonia [Accessed 02 December 2019]
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at httpswwwletsrecyclecomnewslatest-newsclothing-retailer-hm-launches-world-
recycle-week [Accessed 29 April 2020]
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httpswwwworldwildlifeorgindustriescotton [Accessed 07 December 2019]
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Inc
Zhukova K 2016 How 4 Top Instagram Brands Keep Their Competitive Advantage
[Online] Available at httpstrackmavencombloghow-4-top-instagram-brands-keep-their-
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Zololkis 2010 Difference between case study and survey research [Online] available at
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between-case-study-and-survey-research_9688php [Accessed 29 November 2019]
Paola Pena Lozada Page 39
- How Patagonia apply Triple Bottom Line in their marketing strategy
- What_is_Customer_Journey_Mapping_amp_Why_i
-
Paola Pena Lozada Page 6
Chapters
Chapter 1
Introduction
Todayrsquos economic landscape is being formed by two dominant forces technology and
globalization Lisa Rachel (2016) explains that technology has revolutionized society the
way companies communicate through marketing strategies and persuade buyers not only
selling a product but adding value to their lives through the products in other words engage
them emotionally and physically (Mendes 2019) Globalization has increased enormously in
the last century as a result of cultural exchanges and trades is integration and connection of
markets all around the world through the internet
According to Duffy (2019) globalization has played a key role in the fashion industry
the fast change in this industry is seemingly among the most critical impacts of globalization
As a result the industry has opened up to a wide range of new styles influences and methods
of production Thusly people around the world have more access as never before to so many
trends and low prices (Ledezma 2017)
Srivastava (2005) describes that the use of mobile phones the internet and social
media has changed the way people behave communicate live and work Oxford college of
marketing (2017) refers that todayrsquos society is induced by millions of brands through the
internet billboards celebrities discounts free samplings Even though if consumers are not
interested in one product marketing strategies can influence a possible buyer to make a
purchase by analyzing the culture social personal and psychological factor of the
companiesrsquo target as suggested by Thomes (2018)
Nowadays consumers are savvier IBM (2019) states that for instance they have
higher demands than previous years thus are taken the internet to educate themselves Target
audience has changed new generation ldquoMillennialrdquo are enhancing their perspectives for
brands Landrum (2017) express that they are likely to spend more money on a product if it
comes from a sustainable brand that supports environmental responsibilities practice
corporate social responsibility and use triple bottom line as the core of their business to
create shared values leading to a strong brand loyalty (IBR 2011) as a result companies are
evaluating and rethinking their brand building
Paola Pena Lozada Page 7
Companies nowadays are to think beyond profit using marketing as a tool to
demonstrate the social and environmental impact of their products a Turletti (2019)
highlights that is the reason brands use stakeholders and sustainability programs in their
marketing strategies by incorporate sustainability into the business purposes and process it
embed as the main key of a competitive advantages by applying triple bottom line in their
marketing strategy
Patagonia is the perfect example of a company that cares about the environment an
outdoor clothing company that is 100 Fair-Trade Certified established in 1973 by Yvon
Chouinard as a rock climbing supplier that sold Rugby shirt (Scholes 2019) His designs are
simple than can be wear in any weather from fleece jackets to quick-drying shorts made of
recycled nylon polyester and organic cotton Today Patagonia (2019) has 199 stores around
the world that makes gears for skiing surfing and climbing in addition it sells its specialty
lager all while remaining the benchmark for eco-friendly clothing brands According to
Patagonia (2020) one of their stores is located in Dublin where they supported grantees to the
Irish Peatland Conservation Council in Rathangan Ireland VOICE Ireland community the
Irish Seed Saver Association CLG Crann Tress for Ireland among others
Patagonia is additionally focused on the human effect of its supply chain their main
goal is to raise awareness within the society to combine with the products beyond the
engagement to the environment (Daniels Ethics 2011) Moreover Wolfe (2017) states that
they spend time analyzing the impacts of its products to fulfill customersrsquo needs by using
innovation to improve their products and process while reducing environmental impact This
case study will look at how Patagoniarsquos business model who is known for overt
consumerism still applies unconventional marketing strategy in order to remain commitment
to the planet and its customers by selling its products align with the Triple Bottom Line
framework which is a sustainability framework that examines a companyrsquos environmental
social and economic impact as stated by Fernandes (2020)
The reason why I choose Patagonia as a case study is that in recent years I have
become aware of the products I put on my skin my hair changing my toothbrush and razor
for bamboo instead of plastic As well in college I have been learning about ethical issues
corporate social responsibility Patagonia is a genuine case of a sustainable and
Paola Pena Lozada Page 8
environmentally brand that cares about the planet and people while making a profit the brand
has a clear mission which it is shared within its stakeholders becoming a successful
company By choosing Patagonia as a case study allows me to investigate its sustainable
approach organizational culture and how stakeholders are aligned to the companyrsquos values in
far more detailed and depth investigation than might be not possible with academic research
Chapter 2
Literature Review
Years ago the buyerrsquos journey was easier than now people went to a couple of sites
while searching for a product or service by comparing and made a choice dependent on that
data (Square 2 Marketing 2019) However nowadays information about a specific product
can be found in almost interminable websites Gallegos (2016) highlights that before
organizations had more capacity to persuade and dissuade clients to buy their sales
representatives were trusted in the process of buying Digital Marketing Institute (2019)
points out that today customers are savvier and able to research for a product on the internet
in seconds before going to the shop in fact 98 of consumers do not make a purchase
during the first visit to a brand site (Roesler 2018) This makes the selling process hard for
organizations hence marketing to clients is more troublesome than it used to be
Moravcikova (2018) suggest that technology and globalization have changed the way
how a brand communicates to potential buyers thousand of brand messages are delivered
every day which make difficult for a brand to stand apart among their rivals which is the
reason a considerable lot of them are starting to re-examine their current marketing
methodologies Furthermore Simsek (2019) stays that one of the most effective ways brands
can communicate with possible buyers it is to have clear the organizationrsquos mission and
vision and identify their target audience (Heibutzki 2019) thus brand can create specific
content to that audience by using social media billboards TV and radio ads among others
the target audience reception will contribute to the reputation of brands that leads to driving
sales
However Grani (2016) argues that traditional marketing can get lost in the clutter
instead some organizations are adopting a triple bottom line apply in marketing that creates
values that lead to strong brand loyalty Triple Bottom Line was first introduced 26 years ago
by Elkington (1999) a disruptive corporate tool that takes into account People Planet and
Profit While a few organizations have incorporated the Triple Bottom Line into the centre of
Paola Pena Lozada Page 9
their business numerous others have failed to demonstrate their responsibility with the
environment and people (Ginige 2016) In the wake of high unethical scandals such as
Volkswagen Diesel dupe General Motors safety cars and Takata bankruptcy for a faulty
airbag among others Unilever stands out as a good example of the TBL and CSR failure
approach (Quigley 2017)
Borelli (2017) points out that its CEO Polman stated that his personal mission with
the brand is ldquoto galvanize our company to be an effective force for goodrdquo Contradictory with
sexual harassment and environmental scandals in 2016 nearly 600 Indian workers were
exposed to mercury and in 2011 African labourers claim to be victims of sexual harassment
by their managers As a result the company suffered a declined in their sales expectations
from 28 to 22 On other findings contradictory to CSR scandals Prater (2019) puts
forward that the outdoor apparel companies such as Patagonia REI YETI Moosejaw and
Outdoor Voices they are a good example of CSR and TBL strategies while combining with
disruptive marketing as a business model that goes to the opposite direction to traditional
marketing In this case disruptive marketing takes risks it challenges conventional ways of
think within a new or existing market that provide unique content this business model cares
about customerrsquos needs by creating new products or process as a result the customer
connects more to those brands who are applying it (Barber 2018)
Brown (2016) points out that since most fashion industry companies are focused on
mass production and competitors offer similar products and services brands must distinguish
themselves to stand out of the crowd by adding value and listening to peoples needs Allchin
(2013) highlights that Patagonia campaign for Black Friday ldquoDonrsquot Buy This Jacketrdquo is the
perfect example of disruptive marketing they encouraged its customers to consider the effect
of consumerism on the environment and to buy only products that they need Although this
strategy seems to go against any marketing strategy on one of the busiest days of the year to
shop in The United States they rather gave all its money raise it on the day to charities align
with environmental awareness (Cave 2016) they has built up a solid community of people
who value the brands mission which is ldquoWe are doing business to save the planetrdquo and its
products (Patagonia 2019)
The United Nations in 2007 talks about the increase of awareness in the climate
change and corporate social responsibility throughout organizations has shaped the
Paola Pena Lozada Page 10
requirement for organizations to increase their marketing strategies (UN Chronicle 2007)
Additionally EPA (2017) claims that climate reports demonstrate constant increments in
levels of barometrical ozone and carbon dioxide and greenhouse gases Environmental
change is as of now influencing where individuals live how they live and how firms direct
business More recently The United Nations (2019) distributed 17 goals for sustainable
advancement that look to protect the planet end of poverty and improve lives They include a
scope of social needs such as responsible utilization and production education wellbeing
neediness sexual orientation equality social security among others Moreover Hackenberg
(2019) argues that companies that can commit to these goals have the potential to influence
customer inclinations and decrease the carbon footprint of the supply chain while achieving a
higher level on Corporate Social Responsible
Considering these environmental issues and how climate change is giving us only 12
years to limit and repair damages to the planet companies are urged to re-constructed their
products and process that are harming the planet (Watts 2018) The fashion industry is the
second most polluting industry in the world In 2011 European fashion industries went from
two collections to five per year (McFall-Johnsen 2019) However some brands offer
significantly more Zara produced 24 and HampM 12 every year (McFall-Johnsen 2019)
Batelier (2018) claims that only the US produced 15 million tonnes of textile waste in the last
20 years and between 80 and 100 billion pieces of clothes are made every year Thus the
entire planet is running out of time to save it as Kateman (2019) states that nowadays there is
an increase on ethical brands even old brands are changing the materials they used
HampM has attempted to be part of as a ldquosustainablerdquo brand to offset the impact that
apparel industry is having on the environment Segran (2019) in fact they launched a
ldquoconsciousrdquo collection in 2010 but the brand never explained to the consumers why that
collection was labelled as a conscious In their annual report of 2017 Hitti (2019) highlights
that HampM explains that the conscious collection was made with sustainable materials such as
organic cotton tencel and recycled polyester However Whiting (2019) explains that often
cotton is portrayed as eco-friendly material which is the worldrsquos most commonly used in the
production of clothes even though is a natural fabric it is not sustainable enough therefore
WWF (2019) points out that cotton needs 20000 litres of water to grow 1 Kg of cotton the
same amount needs to create a t-shirt and one pair of jean One event that creates awareness
within society and the fashion industry as stated by Donaghey (2015) was the collapsed of the
Paola Pena Lozada Page 11
garment factory Rana Plaza in Bangladesh where 1138 people died well known for poor
working conditions and unfair wages it was the housed of big brands such as Primark
Benetton and Mango
Fashion Revolution (2017) proves that since the disaster millions of people have
joined The Fashion Revolution to demand fair wages safety working conditions and more
transparency over 100000 people used a hash tag to ask brands whomademyclothes as a
response the supply chain of the fashion industry such as farmers factories and producers
use imadeyourclothes improving working conditions and more than 1300 factories have
been inspected Minimum wage in Cambodia and Bangladesh increase 77 over 70 brands
started to reduce toxic chemicals in their products (Fashion Revolution 2017)
It is clear that the fashion industry still one of the most polluting industries in the
world landfills are flooded with clothes the garment industry is getting bigger and moving
faster people buy clothes than ever before and the life cycle of each piece last less (Dunbar
2016) Hence the new era of sustainability is rising consumers around the globe are making
changes in their shopping habits they are motivated to be more ethical (CB Insights 2019)
While as yet consumers are still struggling with cost and awareness alongside their need to
better the world they are searching for organizations to step up as partners in their mission to
contribute to the environment (Nielsen 2018)
Organizations began in the so distant past to concede they have a job in the
environment In 1981 Freer Spreckley recommended that organizations ought to report on
their monetary outcomes but also the environmental impact In 1997 John Elkington
authored the expression Triple Bottom Line in his book as the three dimensions of
sustainable development such as people planet and profit forced companies to broaden their
circle of responsibility as described by Elkington (2004 cited in Miller et al 2007)On the
other hand triple bottom line is measure sustainability by the organizationrsquos activities
including environmental and human capital shareholders values and profitability as
proposed by Savitz (2006 cited in Slaper and Hall 2011) And more recently in 2018 Robert
Sroufe incorporated in his book the integration of Triple Bottom Line as an exceptional
management model that mixes every one of these ideas (Turletti 2019)
Paola Pena Lozada Page 12
On the other hand one activist company that has a clear understanding of the Triple
Bottom Line approach is Patagonia A well-known company that is 100 Fair-Trade
Certified established in 1973 by Yvon Chouinard as a rock climbing supplier that sold
Rugby shirt (Scholes 2019) His designs are simple than can be wear in any weather from
fleece jackets to quick-drying shorts made of recycled nylon polyester and organic cotton
Today Patagonia (2019) has 199 stores around the world that makes gears for skiing surfing
and climbing in addition it sells its specialty lager all while remaining the benchmark for
eco-friendly clothing brands
Patagonia is additionally focused on the human effect of its supply chain their main
goal is to raise awareness within the society to combine with the products beyond the
engagement to the environment (Daniels Ethics 2011) Keeping in mind that a lot of brands
teach shoppers about ecological and social issues Patagonia has demonstrated for quite a
long time that it can change its clients behaviour (Lowitt 2011)
Chapter 3 Research Question(s) Goals and Objectives
Purpose
How Patagonia apply triple bottom line in their marketing strategy
Research Questions
1 An analysis of how Patagonia having an ethical awareness drives brand engagement
2 An evaluation of Patagonia most appropriate social media platform (YouTube
Facebook and Instagram) from driving the sustainability
Objectives
bull The researcher aim to achieve a deep understanding of different approach Patagonia
use in their marketing strategy
bull The researcher considers Patagonia has more engagement on their Facebook page
bull Identify marketing techniques of sustainability and ethics to engagement with
audience
bull Collect data from previous case studies to enable to create clear and accurate
information
Paola Pena Lozada Page 13
Chapter 4 Research Design Methodology
This section aims to explain the methodology used to gather information a case study
that was developed by the researcher based on how Patagonia applies the triple bottom line in
their marketing strategy It analysed information based on secondary sources like Patagonias
website social media platforms and previous studies about the company books websites
and e-journals An analysis of sustainable company drives to brand engagement The case
study used a qualitative research methodology
Hollweck (2016) describes case study as a methodical tool that can utilize both
qualitative and quantitative the aim is to analyse information that can help clarify definitive
results because the investigation procedure comprises matching empirically observed
measures to hypothetically anticipated events On the other hand Yin (2014) states that case
study is one the most challenging research of all science attempts the objective is to gather
exhibit and break down information fairly by reading articles reports books among others
A case study is an in-depth technique that generally gives detailed and more
legitimate information about a person company groups or particular situation studied
Meanwhile surveys allow the researcher to collect data on numerous individuals or big
population so as to comprehend different opinions about a specific topic however can lead
to inaccurate information (Zololkis 2010) Moreover Irvine (2018) describes that interviews
are easier in the sense of the researcher can see peoplersquos reaction thus they feel more secure
to answer questions verbally than written down however interviews takes more time than
survey and cannot collect as many data as surveys
In overall case studies offer the most accurate data when compared to interviews and surveys
in contrast to qualitative research that helps to understand the reality of the studies if the
objective is to create a hypothetical framework that present veracity rather than the researcher
point of view along these lines it is conceivable to distinguish strategies that help the finding
of theory data as proposed (Ochieng 2009) On the other hand the case study is based on
inductive research according to Gabriel (2013) inductive approaches are mostly used in
qualitative research Furthermore it involves the search for pattern from perception and the
improvement of explanations theories for those patterns through the arrangement of
Paola Pena Lozada Page 14
hypotheses The aim is to generate meanings from the data collected in order to recognize
relationships to develop a theory
Chapter 5 Results (Research Findings)
1 An analysis of how Patagonia having an ethical awareness drives brand
engagement
According to Shaw (2018) for the last years marketing research has impacted of
consumer interaction with brands different researches have suggested that engaging
customer with a brand is an essential method in building stronger relationships and improving
brand performance as stated by (Khamitov et al 2019) Brand engagement contributes to
better organisational performance outcomes Patro (2013) describes those outcomes as
business development sales growth and brand referrals among others
However (Hollebeek et al 2014) suggests that this idea of brand engagement has
gotten recently less consideration While expressing that this concept is an interactive nature
have interpreted brand engagement as a consumer psychological responses emotional and
behavioural activity identified with customer and brand interactions (Schmitt et al 2009)
adds that those behaviours aroused by brand-related that are part of the brandrsquos design
communications and identity by combining consumer and brand lead to the memorable and
unique brand experience
Conversely NBRI (2020) suggests that brand engagement must be used externally
and internally building the brand from the inside organisations obtain a deeper engagement
with their employees helps the brand solidify and improve the brand for consumers In
addition Sinek (2009 cited in TEDcom) explains that the most successful brands think act
and communicate opposite to those less successful brands the key is to answer the three
questions of the golden circle Why How and What Weishaupt (2017) highlights that
inspirational organisations think from the inside to the outside by answering why and how
they do it and what it does
Therefore when a company communicate their values and beliefs rather than describe
their products they will attract more customer they will feel more connected as well
Paola Pena Lozada Page 15
increasing brand engagement Consequently some socially responsible brands are well
known for using the golden circle Willard (2018) believes that Toms shoes ldquowhyrdquo is to
provide free shoes to children in need one day without shoes campaign creates awareness on
global children education but at the same increase brand engagement as consumer were
sharing their Toms shoesrsquo experience by uploading pictures through social media (Naeini et
al 2015)
On the other hand Rhodes (2020) explains that Patagoniarsquos ldquowhyrdquo is clear they are in
business to save the planet one of the many ways they contribute is donating 1 of their
profits to the environmental protection and wilderness conservation However companies
pretending to be good in their marketing strategy and accused of green-washing are more
likely to fail as discussed by Sinek (2009) Perhaps the power of customer is stronger than
before maybe in future they would have the ability to shift the core values Triple Pundit
(2011) states that meanwhile customer cannot constrain companies to think differently they
have been motivated to fulfil customerrsquo needs hence have the ability to contribute to a better
world
Moreover one of the approaches Patagonia constantly engages with its audience
through campaigns where they not only focus on advertising its products but rather
Patagonia promote its brand by providing consumers with content and products that will
benefit their lives and interests as described by McLaughlin (2018) Yet they educate
motivate and assist people to recycle clothing and to have a more conscious lifestyle In fact
(Salesforce 2016) highlights that many companies once the customer journey is over they
stop the interaction brand-customer However Patagonia extends their customer experience
interaction by providing their customer with additional materials newsletters events social
media public engagement blogs Besides Nastu (2017) explains that Patagonia demonstrate
its sustainable supply chain activities including how they made its Fair Trade Certified
garments in the effort to impact in a positive way their factory workers as well as to educate
their customer where the materials come from
Patagonia campaign ldquoDonrsquot Wear This Jacketrdquo is the perfect example of how ethical
awareness drives brand engagement thus increases sales Thangavelu (2020) points out that
just nine months after the campaign was released Patagonia sales were up by $543 million
Additionally Dkaizer (2017) indicates that the interactive film experience devoted to
Paola Pena Lozada Page 16
protecting bears ears was watched 112852 views in two weeks the brand emphasizes their
loyalty to corporate social responsibility and their target audience Therefore brand content
generates actions that contribute to brand engagement
In addition MacKinnon (2015) explains that the Worn Wear is a campaign to extend
the life of Patagoniarsquos products and to encourage discussions about harming the planet by a
global economy that depends on consumerism Instead the brand provides customers with the
chance to have their Patagonia garments repaired or trade in order to receive credit to buy a
new or used garment Alongside Vogl (2015) explains that Patagonia constructed a
sustainable truck to travel around America and repair clothes on the way during the journey
the truck served as a storyteller in a way that customer engaged even more with the brand by
sharing their experiences Collier (2018) states that the campaign congregates up to 11075
attendants in total making it a success for the company
Nevertheless anti-consumerism marketing strategy encourage customer to think not to
buy Penhollow (2015) adds that as well helps Patagonia to build brand awareness outside
and inside its community of followers as a result the company sees double-digit annual
growth As a result of Worn Wear success campaign Patagonia created a website where
clients can buy thrifted Patagonia clothing as described by Patagonia (2020) At the same
time customer can shared their experiences on the website through the section The Stories
We Wear Baillargeon (2016) states that this offers customers the chance to share
memorable experiences and moments wearing the brandrsquos garments and how Worn Wear
has given their garments another opportunity
On the other hand Patagonia every two years has held the ldquoTools Conferencesrdquo by
throughout training an entire generation of activists Patagonia (1997) highlights that they
gather leaders to share their experiences with advocates from grassroots environmental
groups which Patagonia has associated through their donations programs Moreover
Patagonia (2017) states that the brand imparts their wisdom even on those who are not
Patagoniarsquos customer any individual can request a representative from Patagonia to talk at
events This is a piece of Patagonias strategic shows how passionate they are about what they
have believed in
Paola Pena Lozada Page 17
Moreover the brand is getting their message all around the world even for those who are
not advocated saving the planet McLaughlin (2018) affirms that the conferencersquos goal is to
motivate their audience and empower them to create ideas regarding how they can contribute
to face the environmental crisis Nevertheless Patagonia is enthusiastic about connecting
with each one of the individuals who visit their site and continually want feedback on how to
be a better brand Certainly according to Clarke (2006) Patagonia applies Triple Bottom Line
approach by keeping people planet and profit at the core of what they do This causes
customer to be part of the procedures and for instance in makes them more engaged with the
brand
Furthermore North Face is an outdoor brand that is very similar to Patagonia although
North Face share similar values regarding saving the wilderness the brand is more engaged
to drive advertising that increase annuals profit and consumer-based as explained by
Timbrook (2020) On the contrary Meltzer (2017) highlights that Patagonia is more focused
on reducing their footprint applying strict environmental guidelines on material recycling
and encouraging consumers to take actions over the planet
Patagoniarsquos owner believes that the key of their business success is that purpose is not
taken as a strategy rather is the purpose of why the brand exists Robertson (2019) explains
that in the sense of Patagonia their mission statement is clear they are in business to save the
world He stated that purpose impacts beliefs and values which then impact directly to his
employeesrsquo behaviour as well as his customers
Patagoniarsquos ant-consumerism strategy increase brand awareness as their values are
aligned with environmental and social causes and target market creating a strong relationship
between them According to (Zhao et al 2016) the more companiesrsquo values are aligned with
environmental protection the higher the consumer respond for their products making long-
term profits for the company Hence Patagonia efforts on corporate social responsibility and
ripple bottom line approach are reflected as story of the brandrsquo mission and values which are
clearly recognizable all through its business plan as a whole as discussed by Kelley (2015)
Paola Pena Lozada Page 18
2 An evaluation of Patagonia most appropriate social media platform (YouTube
Facebook and Instagram) from driving the sustainability
Over the most recent decade sustainability and social media have been playing an
increasingly significant job in the manner that organizations talk about themselves Carpenter
and Takahashi (2016) state that together social media and sustainability have opened a new
path to push companies to revaluate their role in society and how their business activities
affect the planet Thus leading to new levels of transparency higher commitment aligned
between companies people and communities as described by Cushman (2014)
According to Verde (2014) social media provides a large number of advantages
including customer trust for companies involved in sustainability they must be able to
adequately convey their efforts Thus social media can benefit sustainable organisations to
communicate effectively while increasing their brand reputation However Dossa (2020)
suggest that engaging sustainability not only includes sharing information perhaps the most
significant part is to engage and listen to their stakeholders are essentials elements for
efficient communication which makes social a great tool to transmit such interactive
dialogues
Conversely Mainwaring (2011) highlights that social media can be used as a strong
weapon against those companies that are not committed to the environment and are harming
the planet For instance people and sustainable organisation are using social media to force
businesses adopting environmental practices by changing their corporate behaviour around
the world as well as putting pressure on governments to act on the environmental changes as
described by (Ali et al 2015)
Moreover Genc (2017) suggest that organisations must then select proper channels to
communicate their efforts on environmental and social causes engaging with the right
audience through the amount of advertisements that are distributed in all social media
platforms while competing for userrsquos attention According to Chaffey (2020) there are 380
billion monthly active users on social media what makes sustainable growth stands out in a
digitalized vast world rather than just presenting reports of sustainability A company like
HampM have raised the social media fails to successfully engage with their audience on their
sustainable efforts
Paola Pena Lozada Page 19
According to Wood (2016) HampM has been applying a solid campaign on social media to
raise awareness of the environmental issues caused by the fast fashion industry using the
hashtag WorldRecycleWeek HampM urged consumers to recycle unwanted garments at their
stores Although many consumers have questioned their corporate behaviour the brand is
seen as green-washing However they used their social media to engage with the critics and
respond openly through exposure and consciousness of their sustainability efforts as stated by
Segran (2019)
On the other hand Hughes (2016) says that Tomrsquos shoes frequently use social media to
raise social issues once a year they promote the hashtag withoutshoes Tomsrsquo campaign
One Day without Shoes bring awareness about childrenrsquos health in 2015 they gave over
27000 shoes to children in need According to Erskine (2020) the challenge is to understand
how to successfully engage with their target audience on sustainable topics using appropriate
social media platforms For instance sustainable brands have been much slower to adapt in
the digitalised world however they are finding ways to drive engagement on critical issues
such as the use of social media as suggested by Osburg and Lohrmann (2017)
In the case of Patagonia Drawbridge (2018) suggests that the brand purpose and
storytelling plays a significant role in their non-conventional green marketing to build brand
loyalty with its consumers According to Engagement Labs Patagonia (2016 cited in Briggs
2016) enlists user-generated content through images videos landscapes stories to promote
and gain the most Sonsev (2019) argues that rather than advertising its garments the brand
uses campaigns to educate their audience by sharing environmental and social issues
encouraging buyers to lower their carbon footprint and create awareness of consumerism by
continuously linking back to its core values and mission
Furthermore Boniface (2019) adds that Patagonia utilizes social platforms to share data
on new developments in innovation While numerous individuals are against seeing
commercials on social media supporters of the environment and many others would be less
opposed to seeing data on ecological and social issues Thangavelu (2020) suggests that this
gives Patagonia an advantage in its capacity to market to clients without appearing to be
repressive Moreover Beer (2018) explains that Patagonia utilizes different social media
platforms such as Facebook YouTube Instagram Twitter and a Blog they are not all
Paola Pena Lozada Page 20
posting about very similar things their marketing approach is to post different information
between them Their target audience are the generation X and millennials who have
disposable income the brand cares more about quality instead of quantity and appreciate the
value in spending more money for a piece of garment that will last longer as described by
Klara (2016)
However when it comes to events they use all the platforms to advertise Influencer
Marketing Hub (2020) explains that Patagonia knows how to match ads with its target
audience on Facebook where they have 17 million followers Torossian (2011) adds that
followers can discover blogs of adventurers outdoorsman and environmentalists post related
to social and environmental groups and events pages In fact in 2016 the brand had the
highest engagement score between among sports apparel brands on Facebook as highlighted
by Briggs (2016)
Whereas on Instagram Patagonia have 44 million followers they are more focus on
posting charming photos mostly taken by their customer wearing the garments and outdoor
adventures a great strategy of connecting with Patagoniarsquos loyal audience as explained by
Berger (2016) According to Zhukova (2016) Patagonias partnership help builds a strong
engagement with their audiences such as photographer and adventures like Mikey Schaefer
and Austin Siadak One of the most engaging posts in 2016 mentioned both of them thus
Instagram post is most engaging using user handle and geo-tagger as increase engagement by
79 as indicated by Hootsuite (2020)
On the other hand Think Media Consult (2018) states that Patagoniarsquos YouTube channel
has more than 191k followers and 32 million views their videos are related to outdoor
adventures such as snowboarding skiing surfing climbing and campaign like Worn Wear
Harper (2018) highlights that Patagonia makes sure their videos tell stories rather than just
sell products the brand story is essentially told through what they focus their cameras around
on and that excitement is influenced any video or production approach The brand also post
videos explaining the process of their garment However the audience shows more
engagement on the outdoors sports videos
Moreover on Twitter the brand has 458K followers Dailey (2018) states that this is the
platform where they show more engagement directly to their social political and
Paola Pena Lozada Page 21
environmental views Their strategy is to also retweet from accounts such as Natural
Resources Defence Council Ceres News and the Environmental Defence Fund According to
Gelles (2018) President Trump announced in 2017 the size reduction of two national
monuments Bears Ears and Grand Staircase Escalante National Monuments Patagonia has
been actively involved in the preservation of Bears Ears since 2012 of the preservation
As a result Gelles (2018) adds that Patagonia took twitter to show their disagreement
ldquoThe President Stole Your Landrdquo and filed a lawsuit against the Ryan Zinke the secretary of
agriculture the chief of the Forest Service and the director of the Bureau of Land
Management Furthermore a study was taken by (Adamovic et al 2016) between November
20 2015 and January 20 2016 using analysis websites SocialMention and IceRocket they
found that Patagonia is more active on Twitter and generated more engagement with their
followers they were mentioned more than 240K tweets per day on average the majority of
the tweets were positive Yet the brand even receives more likes and retweets than its main
competitor The North Face this shows the brand strong engagement and loyal fan base as
described by (Adamovic et al 2016)
In overall Patagonia social media engagement was 31 posts on Facebook 210 tweets on
Twitter 58 photos on Instagram and 56 videos on YouTube McLaughlin (2018) highlights
that the brand maintains their support to environmental and social causes keeping a
consistent voice that reinforces their mission statement and values they promise to keep
doing responsible practices regarding sustainable procedures and recycled materials
Chapter 6 Conclusions and Further Work
Based on the findings of this case study the following conclusions are drawn
Given the finding results the researcher retain that sustainable can engage with
customers and have a higher brand engagement than non-sustainable brands In fact the triple
bottom line can help and support the implementation of sustainable business practices which
are fundamental to put into operation the principles of corporate social responsibility
Patagonias essential non-traditional campaigns set the difference to how other retail
brands should embrace environmental responsibility what makes Patagonia a pioneer in the
Paola Pena Lozada Page 22
business Although Patagonias anti-consumerism practices perform the opposite of what
traditional marketing strategies outlining its fruitful methodology of putting the planet before
company profit Furthermore by integrating political and anti-consumerism promotion in its
advertising strategies over social media and website Patagonia provokes controversy while at
the same time engage with their audience and urge them to take action for environmental and
social issues
Patagonia builds ethical awareness through marketing strategies by interfacing its
connecting its buyers to its brand Its mission is strongly recognizable through its business
model as a whole making it clear the reason they are in business is to save the planet Their
values are aligning with their corporate social responsibility creating a solid relationship
between Patagonia and their audience As indicated in the findings the more an organization
esteems and follows up on environmental and social protection efforts the higher their
consumer support As a result Patagonia is the leader in outdoor clothing by putting the
planet over profit wandering endlessly from anti-consumerism and exemplary lucrative
standards
Patagonia uses green marketing and social media platforms to build and maintain
brand loyalty among their audience Their strategy on social media platforms are not just to
sell their products they are promoting a lifestyle by telling stories through their audiencersquos
pictures and videos as well transparently storytelling of their supply chain practices and
investments for environmental activist organizations
According to the findings Patagonia most suitable social media platform to drive
sustainability is not clear as the brand use each platform to create ethical awareness
However Patagonia shows more engagement on their Twitter account directly to their
social political and environmental causes They engage with other environmental
organizations by retweeting them they have been mentioned thousands of time a day by
other accounts and even showing disagreement to faced environmental problems with the
American government
Further work
The restrictions of the case study open opportunities for new examinations in the
field As the researcher claims that both questions needs to be subject to further research it
Paola Pena Lozada Page 23
will be consider doing interviews to have a primary source such as interviewing members of
Patagonia staff and other sustainable organizations to have second opinions Future research
could apply triple bottom line on their business model In addition the researcher
recommends that future studies could utilize distinctive research techniques to investigate the
full degree of sustainable business
Chapter 7 Critical Self-Review
The researcher was confronted with a couple of limitations that affected this
examination Firstly the research was restricted to utilizing strictly online resources so as to
assemble fundamental and applicable data for the study This could create error of data or
bias that could be possibly useful to the study Secondly talking with Patagonia workers or
visiting the Patagonia shop in Dublin would have been a useful strategy to answer the second
question as the information is not clear on website searches Thirdly the researcher had
study Patagonia in previous semester this could generate an inclination on the side of
Patagonia beliefs and practices As well the researcher has a tendency of supporting
sustainable business this could be taken as a bias that acts as a restriction of the study
Finally the study was essentially assembled using qualitative research implying that the
researcher depended for the most part on online research base on Patagonia and other
sustainable brands This restricted the capacity to give measurable proof to help the
researches findings
Paola Pena Lozada Page 24
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Paola Pena Lozada Page 30
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Paola Pena Lozada Page 31
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Paola Pena Lozada Page 32
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Paola Pena Lozada Page 34
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Paola Pena Lozada Page 35
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sustainability claims [Online] available at httpswwwfastcompanycom90385370hm-
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[Accessed 09 December 2019]
Shaw A 2018 Digital Marketing Trends That Are Changing The Way We Market To
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April 2020]
Simsek Y 2019 Inspiring Digital Marketing Agency Vision And Mission Statements
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Slaper T and Hall T 2011 The triple bottom line what is it and how does it work Indiana
business review 8(6) pp 4-8
Paola Pena Lozada Page 36
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at
httpswwwresearchgatenetpublication220208396_Mobile_phones_and_the_evolution_of
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httpswwwtedcomtalkssimon_sinek_how_great_leaders_inspire_actionup-
nextlanguage=en [Accessed 29 April 2020]
Thangavelu P 2020 The Success of Patagonias Marketing Strategy [Online] available at
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Think Media Consult 2018 Case Study Social Media Strategy - What Patagonia Can Teach
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2020]
Paola Pena Lozada Page 37
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Turletti P 2019 The Triple Bottom Line A Must for Sustainable Marketing [Online]
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Verde D 2014 Social media has undermined peoples trust in brands [Online] available at
httpswwwtheguardiancomsustainable-business2014aug20social-media-has-
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Watts J 2018 We have 12 years to limit climate change catastrophe warns UN [Online]
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Whiting T 2019 Sustainable Style The Truth Behind The Marketing of HampMrsquos
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Willard H 2019 Content Marketing and Storytelling True Love Forever [Online] available
at httpsblogwaypostmarketingcomstorytelling-and-small-business-marketing-strategies-
true-love-forever [Accessed 29 April 2020]
Wolfe I 2017 How Ethical Is Patagonia [Online] available at httpsgoodonyouecohow-
ethical-is-patagonia [Accessed 02 December 2019]
Wood J 2016 Clothing retailer HampM launches lsquoWorld Recycle Weekrsquo [Online] available
at httpswwwletsrecyclecomnewslatest-newsclothing-retailer-hm-launches-world-
recycle-week [Accessed 29 April 2020]
WWF 2019 Sustainable Agriculture Cotton [Online] available at
httpswwwworldwildlifeorgindustriescotton [Accessed 07 December 2019]
Yin R 2014 Case Study Research Design and Methods Los Angeles SAGE Publications
Inc
Zhukova K 2016 How 4 Top Instagram Brands Keep Their Competitive Advantage
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competitive-advantage-2 [Accessed 29 April 2020]
Zololkis 2010 Difference between case study and survey research [Online] available at
httpma-gocojpkidswp-includesjstinymcepluginscompat3x08-2010difference-
between-case-study-and-survey-research_9688php [Accessed 29 November 2019]
Paola Pena Lozada Page 39
- How Patagonia apply Triple Bottom Line in their marketing strategy
- What_is_Customer_Journey_Mapping_amp_Why_i
-
Paola Pena Lozada Page 7
Companies nowadays are to think beyond profit using marketing as a tool to
demonstrate the social and environmental impact of their products a Turletti (2019)
highlights that is the reason brands use stakeholders and sustainability programs in their
marketing strategies by incorporate sustainability into the business purposes and process it
embed as the main key of a competitive advantages by applying triple bottom line in their
marketing strategy
Patagonia is the perfect example of a company that cares about the environment an
outdoor clothing company that is 100 Fair-Trade Certified established in 1973 by Yvon
Chouinard as a rock climbing supplier that sold Rugby shirt (Scholes 2019) His designs are
simple than can be wear in any weather from fleece jackets to quick-drying shorts made of
recycled nylon polyester and organic cotton Today Patagonia (2019) has 199 stores around
the world that makes gears for skiing surfing and climbing in addition it sells its specialty
lager all while remaining the benchmark for eco-friendly clothing brands According to
Patagonia (2020) one of their stores is located in Dublin where they supported grantees to the
Irish Peatland Conservation Council in Rathangan Ireland VOICE Ireland community the
Irish Seed Saver Association CLG Crann Tress for Ireland among others
Patagonia is additionally focused on the human effect of its supply chain their main
goal is to raise awareness within the society to combine with the products beyond the
engagement to the environment (Daniels Ethics 2011) Moreover Wolfe (2017) states that
they spend time analyzing the impacts of its products to fulfill customersrsquo needs by using
innovation to improve their products and process while reducing environmental impact This
case study will look at how Patagoniarsquos business model who is known for overt
consumerism still applies unconventional marketing strategy in order to remain commitment
to the planet and its customers by selling its products align with the Triple Bottom Line
framework which is a sustainability framework that examines a companyrsquos environmental
social and economic impact as stated by Fernandes (2020)
The reason why I choose Patagonia as a case study is that in recent years I have
become aware of the products I put on my skin my hair changing my toothbrush and razor
for bamboo instead of plastic As well in college I have been learning about ethical issues
corporate social responsibility Patagonia is a genuine case of a sustainable and
Paola Pena Lozada Page 8
environmentally brand that cares about the planet and people while making a profit the brand
has a clear mission which it is shared within its stakeholders becoming a successful
company By choosing Patagonia as a case study allows me to investigate its sustainable
approach organizational culture and how stakeholders are aligned to the companyrsquos values in
far more detailed and depth investigation than might be not possible with academic research
Chapter 2
Literature Review
Years ago the buyerrsquos journey was easier than now people went to a couple of sites
while searching for a product or service by comparing and made a choice dependent on that
data (Square 2 Marketing 2019) However nowadays information about a specific product
can be found in almost interminable websites Gallegos (2016) highlights that before
organizations had more capacity to persuade and dissuade clients to buy their sales
representatives were trusted in the process of buying Digital Marketing Institute (2019)
points out that today customers are savvier and able to research for a product on the internet
in seconds before going to the shop in fact 98 of consumers do not make a purchase
during the first visit to a brand site (Roesler 2018) This makes the selling process hard for
organizations hence marketing to clients is more troublesome than it used to be
Moravcikova (2018) suggest that technology and globalization have changed the way
how a brand communicates to potential buyers thousand of brand messages are delivered
every day which make difficult for a brand to stand apart among their rivals which is the
reason a considerable lot of them are starting to re-examine their current marketing
methodologies Furthermore Simsek (2019) stays that one of the most effective ways brands
can communicate with possible buyers it is to have clear the organizationrsquos mission and
vision and identify their target audience (Heibutzki 2019) thus brand can create specific
content to that audience by using social media billboards TV and radio ads among others
the target audience reception will contribute to the reputation of brands that leads to driving
sales
However Grani (2016) argues that traditional marketing can get lost in the clutter
instead some organizations are adopting a triple bottom line apply in marketing that creates
values that lead to strong brand loyalty Triple Bottom Line was first introduced 26 years ago
by Elkington (1999) a disruptive corporate tool that takes into account People Planet and
Profit While a few organizations have incorporated the Triple Bottom Line into the centre of
Paola Pena Lozada Page 9
their business numerous others have failed to demonstrate their responsibility with the
environment and people (Ginige 2016) In the wake of high unethical scandals such as
Volkswagen Diesel dupe General Motors safety cars and Takata bankruptcy for a faulty
airbag among others Unilever stands out as a good example of the TBL and CSR failure
approach (Quigley 2017)
Borelli (2017) points out that its CEO Polman stated that his personal mission with
the brand is ldquoto galvanize our company to be an effective force for goodrdquo Contradictory with
sexual harassment and environmental scandals in 2016 nearly 600 Indian workers were
exposed to mercury and in 2011 African labourers claim to be victims of sexual harassment
by their managers As a result the company suffered a declined in their sales expectations
from 28 to 22 On other findings contradictory to CSR scandals Prater (2019) puts
forward that the outdoor apparel companies such as Patagonia REI YETI Moosejaw and
Outdoor Voices they are a good example of CSR and TBL strategies while combining with
disruptive marketing as a business model that goes to the opposite direction to traditional
marketing In this case disruptive marketing takes risks it challenges conventional ways of
think within a new or existing market that provide unique content this business model cares
about customerrsquos needs by creating new products or process as a result the customer
connects more to those brands who are applying it (Barber 2018)
Brown (2016) points out that since most fashion industry companies are focused on
mass production and competitors offer similar products and services brands must distinguish
themselves to stand out of the crowd by adding value and listening to peoples needs Allchin
(2013) highlights that Patagonia campaign for Black Friday ldquoDonrsquot Buy This Jacketrdquo is the
perfect example of disruptive marketing they encouraged its customers to consider the effect
of consumerism on the environment and to buy only products that they need Although this
strategy seems to go against any marketing strategy on one of the busiest days of the year to
shop in The United States they rather gave all its money raise it on the day to charities align
with environmental awareness (Cave 2016) they has built up a solid community of people
who value the brands mission which is ldquoWe are doing business to save the planetrdquo and its
products (Patagonia 2019)
The United Nations in 2007 talks about the increase of awareness in the climate
change and corporate social responsibility throughout organizations has shaped the
Paola Pena Lozada Page 10
requirement for organizations to increase their marketing strategies (UN Chronicle 2007)
Additionally EPA (2017) claims that climate reports demonstrate constant increments in
levels of barometrical ozone and carbon dioxide and greenhouse gases Environmental
change is as of now influencing where individuals live how they live and how firms direct
business More recently The United Nations (2019) distributed 17 goals for sustainable
advancement that look to protect the planet end of poverty and improve lives They include a
scope of social needs such as responsible utilization and production education wellbeing
neediness sexual orientation equality social security among others Moreover Hackenberg
(2019) argues that companies that can commit to these goals have the potential to influence
customer inclinations and decrease the carbon footprint of the supply chain while achieving a
higher level on Corporate Social Responsible
Considering these environmental issues and how climate change is giving us only 12
years to limit and repair damages to the planet companies are urged to re-constructed their
products and process that are harming the planet (Watts 2018) The fashion industry is the
second most polluting industry in the world In 2011 European fashion industries went from
two collections to five per year (McFall-Johnsen 2019) However some brands offer
significantly more Zara produced 24 and HampM 12 every year (McFall-Johnsen 2019)
Batelier (2018) claims that only the US produced 15 million tonnes of textile waste in the last
20 years and between 80 and 100 billion pieces of clothes are made every year Thus the
entire planet is running out of time to save it as Kateman (2019) states that nowadays there is
an increase on ethical brands even old brands are changing the materials they used
HampM has attempted to be part of as a ldquosustainablerdquo brand to offset the impact that
apparel industry is having on the environment Segran (2019) in fact they launched a
ldquoconsciousrdquo collection in 2010 but the brand never explained to the consumers why that
collection was labelled as a conscious In their annual report of 2017 Hitti (2019) highlights
that HampM explains that the conscious collection was made with sustainable materials such as
organic cotton tencel and recycled polyester However Whiting (2019) explains that often
cotton is portrayed as eco-friendly material which is the worldrsquos most commonly used in the
production of clothes even though is a natural fabric it is not sustainable enough therefore
WWF (2019) points out that cotton needs 20000 litres of water to grow 1 Kg of cotton the
same amount needs to create a t-shirt and one pair of jean One event that creates awareness
within society and the fashion industry as stated by Donaghey (2015) was the collapsed of the
Paola Pena Lozada Page 11
garment factory Rana Plaza in Bangladesh where 1138 people died well known for poor
working conditions and unfair wages it was the housed of big brands such as Primark
Benetton and Mango
Fashion Revolution (2017) proves that since the disaster millions of people have
joined The Fashion Revolution to demand fair wages safety working conditions and more
transparency over 100000 people used a hash tag to ask brands whomademyclothes as a
response the supply chain of the fashion industry such as farmers factories and producers
use imadeyourclothes improving working conditions and more than 1300 factories have
been inspected Minimum wage in Cambodia and Bangladesh increase 77 over 70 brands
started to reduce toxic chemicals in their products (Fashion Revolution 2017)
It is clear that the fashion industry still one of the most polluting industries in the
world landfills are flooded with clothes the garment industry is getting bigger and moving
faster people buy clothes than ever before and the life cycle of each piece last less (Dunbar
2016) Hence the new era of sustainability is rising consumers around the globe are making
changes in their shopping habits they are motivated to be more ethical (CB Insights 2019)
While as yet consumers are still struggling with cost and awareness alongside their need to
better the world they are searching for organizations to step up as partners in their mission to
contribute to the environment (Nielsen 2018)
Organizations began in the so distant past to concede they have a job in the
environment In 1981 Freer Spreckley recommended that organizations ought to report on
their monetary outcomes but also the environmental impact In 1997 John Elkington
authored the expression Triple Bottom Line in his book as the three dimensions of
sustainable development such as people planet and profit forced companies to broaden their
circle of responsibility as described by Elkington (2004 cited in Miller et al 2007)On the
other hand triple bottom line is measure sustainability by the organizationrsquos activities
including environmental and human capital shareholders values and profitability as
proposed by Savitz (2006 cited in Slaper and Hall 2011) And more recently in 2018 Robert
Sroufe incorporated in his book the integration of Triple Bottom Line as an exceptional
management model that mixes every one of these ideas (Turletti 2019)
Paola Pena Lozada Page 12
On the other hand one activist company that has a clear understanding of the Triple
Bottom Line approach is Patagonia A well-known company that is 100 Fair-Trade
Certified established in 1973 by Yvon Chouinard as a rock climbing supplier that sold
Rugby shirt (Scholes 2019) His designs are simple than can be wear in any weather from
fleece jackets to quick-drying shorts made of recycled nylon polyester and organic cotton
Today Patagonia (2019) has 199 stores around the world that makes gears for skiing surfing
and climbing in addition it sells its specialty lager all while remaining the benchmark for
eco-friendly clothing brands
Patagonia is additionally focused on the human effect of its supply chain their main
goal is to raise awareness within the society to combine with the products beyond the
engagement to the environment (Daniels Ethics 2011) Keeping in mind that a lot of brands
teach shoppers about ecological and social issues Patagonia has demonstrated for quite a
long time that it can change its clients behaviour (Lowitt 2011)
Chapter 3 Research Question(s) Goals and Objectives
Purpose
How Patagonia apply triple bottom line in their marketing strategy
Research Questions
1 An analysis of how Patagonia having an ethical awareness drives brand engagement
2 An evaluation of Patagonia most appropriate social media platform (YouTube
Facebook and Instagram) from driving the sustainability
Objectives
bull The researcher aim to achieve a deep understanding of different approach Patagonia
use in their marketing strategy
bull The researcher considers Patagonia has more engagement on their Facebook page
bull Identify marketing techniques of sustainability and ethics to engagement with
audience
bull Collect data from previous case studies to enable to create clear and accurate
information
Paola Pena Lozada Page 13
Chapter 4 Research Design Methodology
This section aims to explain the methodology used to gather information a case study
that was developed by the researcher based on how Patagonia applies the triple bottom line in
their marketing strategy It analysed information based on secondary sources like Patagonias
website social media platforms and previous studies about the company books websites
and e-journals An analysis of sustainable company drives to brand engagement The case
study used a qualitative research methodology
Hollweck (2016) describes case study as a methodical tool that can utilize both
qualitative and quantitative the aim is to analyse information that can help clarify definitive
results because the investigation procedure comprises matching empirically observed
measures to hypothetically anticipated events On the other hand Yin (2014) states that case
study is one the most challenging research of all science attempts the objective is to gather
exhibit and break down information fairly by reading articles reports books among others
A case study is an in-depth technique that generally gives detailed and more
legitimate information about a person company groups or particular situation studied
Meanwhile surveys allow the researcher to collect data on numerous individuals or big
population so as to comprehend different opinions about a specific topic however can lead
to inaccurate information (Zololkis 2010) Moreover Irvine (2018) describes that interviews
are easier in the sense of the researcher can see peoplersquos reaction thus they feel more secure
to answer questions verbally than written down however interviews takes more time than
survey and cannot collect as many data as surveys
In overall case studies offer the most accurate data when compared to interviews and surveys
in contrast to qualitative research that helps to understand the reality of the studies if the
objective is to create a hypothetical framework that present veracity rather than the researcher
point of view along these lines it is conceivable to distinguish strategies that help the finding
of theory data as proposed (Ochieng 2009) On the other hand the case study is based on
inductive research according to Gabriel (2013) inductive approaches are mostly used in
qualitative research Furthermore it involves the search for pattern from perception and the
improvement of explanations theories for those patterns through the arrangement of
Paola Pena Lozada Page 14
hypotheses The aim is to generate meanings from the data collected in order to recognize
relationships to develop a theory
Chapter 5 Results (Research Findings)
1 An analysis of how Patagonia having an ethical awareness drives brand
engagement
According to Shaw (2018) for the last years marketing research has impacted of
consumer interaction with brands different researches have suggested that engaging
customer with a brand is an essential method in building stronger relationships and improving
brand performance as stated by (Khamitov et al 2019) Brand engagement contributes to
better organisational performance outcomes Patro (2013) describes those outcomes as
business development sales growth and brand referrals among others
However (Hollebeek et al 2014) suggests that this idea of brand engagement has
gotten recently less consideration While expressing that this concept is an interactive nature
have interpreted brand engagement as a consumer psychological responses emotional and
behavioural activity identified with customer and brand interactions (Schmitt et al 2009)
adds that those behaviours aroused by brand-related that are part of the brandrsquos design
communications and identity by combining consumer and brand lead to the memorable and
unique brand experience
Conversely NBRI (2020) suggests that brand engagement must be used externally
and internally building the brand from the inside organisations obtain a deeper engagement
with their employees helps the brand solidify and improve the brand for consumers In
addition Sinek (2009 cited in TEDcom) explains that the most successful brands think act
and communicate opposite to those less successful brands the key is to answer the three
questions of the golden circle Why How and What Weishaupt (2017) highlights that
inspirational organisations think from the inside to the outside by answering why and how
they do it and what it does
Therefore when a company communicate their values and beliefs rather than describe
their products they will attract more customer they will feel more connected as well
Paola Pena Lozada Page 15
increasing brand engagement Consequently some socially responsible brands are well
known for using the golden circle Willard (2018) believes that Toms shoes ldquowhyrdquo is to
provide free shoes to children in need one day without shoes campaign creates awareness on
global children education but at the same increase brand engagement as consumer were
sharing their Toms shoesrsquo experience by uploading pictures through social media (Naeini et
al 2015)
On the other hand Rhodes (2020) explains that Patagoniarsquos ldquowhyrdquo is clear they are in
business to save the planet one of the many ways they contribute is donating 1 of their
profits to the environmental protection and wilderness conservation However companies
pretending to be good in their marketing strategy and accused of green-washing are more
likely to fail as discussed by Sinek (2009) Perhaps the power of customer is stronger than
before maybe in future they would have the ability to shift the core values Triple Pundit
(2011) states that meanwhile customer cannot constrain companies to think differently they
have been motivated to fulfil customerrsquo needs hence have the ability to contribute to a better
world
Moreover one of the approaches Patagonia constantly engages with its audience
through campaigns where they not only focus on advertising its products but rather
Patagonia promote its brand by providing consumers with content and products that will
benefit their lives and interests as described by McLaughlin (2018) Yet they educate
motivate and assist people to recycle clothing and to have a more conscious lifestyle In fact
(Salesforce 2016) highlights that many companies once the customer journey is over they
stop the interaction brand-customer However Patagonia extends their customer experience
interaction by providing their customer with additional materials newsletters events social
media public engagement blogs Besides Nastu (2017) explains that Patagonia demonstrate
its sustainable supply chain activities including how they made its Fair Trade Certified
garments in the effort to impact in a positive way their factory workers as well as to educate
their customer where the materials come from
Patagonia campaign ldquoDonrsquot Wear This Jacketrdquo is the perfect example of how ethical
awareness drives brand engagement thus increases sales Thangavelu (2020) points out that
just nine months after the campaign was released Patagonia sales were up by $543 million
Additionally Dkaizer (2017) indicates that the interactive film experience devoted to
Paola Pena Lozada Page 16
protecting bears ears was watched 112852 views in two weeks the brand emphasizes their
loyalty to corporate social responsibility and their target audience Therefore brand content
generates actions that contribute to brand engagement
In addition MacKinnon (2015) explains that the Worn Wear is a campaign to extend
the life of Patagoniarsquos products and to encourage discussions about harming the planet by a
global economy that depends on consumerism Instead the brand provides customers with the
chance to have their Patagonia garments repaired or trade in order to receive credit to buy a
new or used garment Alongside Vogl (2015) explains that Patagonia constructed a
sustainable truck to travel around America and repair clothes on the way during the journey
the truck served as a storyteller in a way that customer engaged even more with the brand by
sharing their experiences Collier (2018) states that the campaign congregates up to 11075
attendants in total making it a success for the company
Nevertheless anti-consumerism marketing strategy encourage customer to think not to
buy Penhollow (2015) adds that as well helps Patagonia to build brand awareness outside
and inside its community of followers as a result the company sees double-digit annual
growth As a result of Worn Wear success campaign Patagonia created a website where
clients can buy thrifted Patagonia clothing as described by Patagonia (2020) At the same
time customer can shared their experiences on the website through the section The Stories
We Wear Baillargeon (2016) states that this offers customers the chance to share
memorable experiences and moments wearing the brandrsquos garments and how Worn Wear
has given their garments another opportunity
On the other hand Patagonia every two years has held the ldquoTools Conferencesrdquo by
throughout training an entire generation of activists Patagonia (1997) highlights that they
gather leaders to share their experiences with advocates from grassroots environmental
groups which Patagonia has associated through their donations programs Moreover
Patagonia (2017) states that the brand imparts their wisdom even on those who are not
Patagoniarsquos customer any individual can request a representative from Patagonia to talk at
events This is a piece of Patagonias strategic shows how passionate they are about what they
have believed in
Paola Pena Lozada Page 17
Moreover the brand is getting their message all around the world even for those who are
not advocated saving the planet McLaughlin (2018) affirms that the conferencersquos goal is to
motivate their audience and empower them to create ideas regarding how they can contribute
to face the environmental crisis Nevertheless Patagonia is enthusiastic about connecting
with each one of the individuals who visit their site and continually want feedback on how to
be a better brand Certainly according to Clarke (2006) Patagonia applies Triple Bottom Line
approach by keeping people planet and profit at the core of what they do This causes
customer to be part of the procedures and for instance in makes them more engaged with the
brand
Furthermore North Face is an outdoor brand that is very similar to Patagonia although
North Face share similar values regarding saving the wilderness the brand is more engaged
to drive advertising that increase annuals profit and consumer-based as explained by
Timbrook (2020) On the contrary Meltzer (2017) highlights that Patagonia is more focused
on reducing their footprint applying strict environmental guidelines on material recycling
and encouraging consumers to take actions over the planet
Patagoniarsquos owner believes that the key of their business success is that purpose is not
taken as a strategy rather is the purpose of why the brand exists Robertson (2019) explains
that in the sense of Patagonia their mission statement is clear they are in business to save the
world He stated that purpose impacts beliefs and values which then impact directly to his
employeesrsquo behaviour as well as his customers
Patagoniarsquos ant-consumerism strategy increase brand awareness as their values are
aligned with environmental and social causes and target market creating a strong relationship
between them According to (Zhao et al 2016) the more companiesrsquo values are aligned with
environmental protection the higher the consumer respond for their products making long-
term profits for the company Hence Patagonia efforts on corporate social responsibility and
ripple bottom line approach are reflected as story of the brandrsquo mission and values which are
clearly recognizable all through its business plan as a whole as discussed by Kelley (2015)
Paola Pena Lozada Page 18
2 An evaluation of Patagonia most appropriate social media platform (YouTube
Facebook and Instagram) from driving the sustainability
Over the most recent decade sustainability and social media have been playing an
increasingly significant job in the manner that organizations talk about themselves Carpenter
and Takahashi (2016) state that together social media and sustainability have opened a new
path to push companies to revaluate their role in society and how their business activities
affect the planet Thus leading to new levels of transparency higher commitment aligned
between companies people and communities as described by Cushman (2014)
According to Verde (2014) social media provides a large number of advantages
including customer trust for companies involved in sustainability they must be able to
adequately convey their efforts Thus social media can benefit sustainable organisations to
communicate effectively while increasing their brand reputation However Dossa (2020)
suggest that engaging sustainability not only includes sharing information perhaps the most
significant part is to engage and listen to their stakeholders are essentials elements for
efficient communication which makes social a great tool to transmit such interactive
dialogues
Conversely Mainwaring (2011) highlights that social media can be used as a strong
weapon against those companies that are not committed to the environment and are harming
the planet For instance people and sustainable organisation are using social media to force
businesses adopting environmental practices by changing their corporate behaviour around
the world as well as putting pressure on governments to act on the environmental changes as
described by (Ali et al 2015)
Moreover Genc (2017) suggest that organisations must then select proper channels to
communicate their efforts on environmental and social causes engaging with the right
audience through the amount of advertisements that are distributed in all social media
platforms while competing for userrsquos attention According to Chaffey (2020) there are 380
billion monthly active users on social media what makes sustainable growth stands out in a
digitalized vast world rather than just presenting reports of sustainability A company like
HampM have raised the social media fails to successfully engage with their audience on their
sustainable efforts
Paola Pena Lozada Page 19
According to Wood (2016) HampM has been applying a solid campaign on social media to
raise awareness of the environmental issues caused by the fast fashion industry using the
hashtag WorldRecycleWeek HampM urged consumers to recycle unwanted garments at their
stores Although many consumers have questioned their corporate behaviour the brand is
seen as green-washing However they used their social media to engage with the critics and
respond openly through exposure and consciousness of their sustainability efforts as stated by
Segran (2019)
On the other hand Hughes (2016) says that Tomrsquos shoes frequently use social media to
raise social issues once a year they promote the hashtag withoutshoes Tomsrsquo campaign
One Day without Shoes bring awareness about childrenrsquos health in 2015 they gave over
27000 shoes to children in need According to Erskine (2020) the challenge is to understand
how to successfully engage with their target audience on sustainable topics using appropriate
social media platforms For instance sustainable brands have been much slower to adapt in
the digitalised world however they are finding ways to drive engagement on critical issues
such as the use of social media as suggested by Osburg and Lohrmann (2017)
In the case of Patagonia Drawbridge (2018) suggests that the brand purpose and
storytelling plays a significant role in their non-conventional green marketing to build brand
loyalty with its consumers According to Engagement Labs Patagonia (2016 cited in Briggs
2016) enlists user-generated content through images videos landscapes stories to promote
and gain the most Sonsev (2019) argues that rather than advertising its garments the brand
uses campaigns to educate their audience by sharing environmental and social issues
encouraging buyers to lower their carbon footprint and create awareness of consumerism by
continuously linking back to its core values and mission
Furthermore Boniface (2019) adds that Patagonia utilizes social platforms to share data
on new developments in innovation While numerous individuals are against seeing
commercials on social media supporters of the environment and many others would be less
opposed to seeing data on ecological and social issues Thangavelu (2020) suggests that this
gives Patagonia an advantage in its capacity to market to clients without appearing to be
repressive Moreover Beer (2018) explains that Patagonia utilizes different social media
platforms such as Facebook YouTube Instagram Twitter and a Blog they are not all
Paola Pena Lozada Page 20
posting about very similar things their marketing approach is to post different information
between them Their target audience are the generation X and millennials who have
disposable income the brand cares more about quality instead of quantity and appreciate the
value in spending more money for a piece of garment that will last longer as described by
Klara (2016)
However when it comes to events they use all the platforms to advertise Influencer
Marketing Hub (2020) explains that Patagonia knows how to match ads with its target
audience on Facebook where they have 17 million followers Torossian (2011) adds that
followers can discover blogs of adventurers outdoorsman and environmentalists post related
to social and environmental groups and events pages In fact in 2016 the brand had the
highest engagement score between among sports apparel brands on Facebook as highlighted
by Briggs (2016)
Whereas on Instagram Patagonia have 44 million followers they are more focus on
posting charming photos mostly taken by their customer wearing the garments and outdoor
adventures a great strategy of connecting with Patagoniarsquos loyal audience as explained by
Berger (2016) According to Zhukova (2016) Patagonias partnership help builds a strong
engagement with their audiences such as photographer and adventures like Mikey Schaefer
and Austin Siadak One of the most engaging posts in 2016 mentioned both of them thus
Instagram post is most engaging using user handle and geo-tagger as increase engagement by
79 as indicated by Hootsuite (2020)
On the other hand Think Media Consult (2018) states that Patagoniarsquos YouTube channel
has more than 191k followers and 32 million views their videos are related to outdoor
adventures such as snowboarding skiing surfing climbing and campaign like Worn Wear
Harper (2018) highlights that Patagonia makes sure their videos tell stories rather than just
sell products the brand story is essentially told through what they focus their cameras around
on and that excitement is influenced any video or production approach The brand also post
videos explaining the process of their garment However the audience shows more
engagement on the outdoors sports videos
Moreover on Twitter the brand has 458K followers Dailey (2018) states that this is the
platform where they show more engagement directly to their social political and
Paola Pena Lozada Page 21
environmental views Their strategy is to also retweet from accounts such as Natural
Resources Defence Council Ceres News and the Environmental Defence Fund According to
Gelles (2018) President Trump announced in 2017 the size reduction of two national
monuments Bears Ears and Grand Staircase Escalante National Monuments Patagonia has
been actively involved in the preservation of Bears Ears since 2012 of the preservation
As a result Gelles (2018) adds that Patagonia took twitter to show their disagreement
ldquoThe President Stole Your Landrdquo and filed a lawsuit against the Ryan Zinke the secretary of
agriculture the chief of the Forest Service and the director of the Bureau of Land
Management Furthermore a study was taken by (Adamovic et al 2016) between November
20 2015 and January 20 2016 using analysis websites SocialMention and IceRocket they
found that Patagonia is more active on Twitter and generated more engagement with their
followers they were mentioned more than 240K tweets per day on average the majority of
the tweets were positive Yet the brand even receives more likes and retweets than its main
competitor The North Face this shows the brand strong engagement and loyal fan base as
described by (Adamovic et al 2016)
In overall Patagonia social media engagement was 31 posts on Facebook 210 tweets on
Twitter 58 photos on Instagram and 56 videos on YouTube McLaughlin (2018) highlights
that the brand maintains their support to environmental and social causes keeping a
consistent voice that reinforces their mission statement and values they promise to keep
doing responsible practices regarding sustainable procedures and recycled materials
Chapter 6 Conclusions and Further Work
Based on the findings of this case study the following conclusions are drawn
Given the finding results the researcher retain that sustainable can engage with
customers and have a higher brand engagement than non-sustainable brands In fact the triple
bottom line can help and support the implementation of sustainable business practices which
are fundamental to put into operation the principles of corporate social responsibility
Patagonias essential non-traditional campaigns set the difference to how other retail
brands should embrace environmental responsibility what makes Patagonia a pioneer in the
Paola Pena Lozada Page 22
business Although Patagonias anti-consumerism practices perform the opposite of what
traditional marketing strategies outlining its fruitful methodology of putting the planet before
company profit Furthermore by integrating political and anti-consumerism promotion in its
advertising strategies over social media and website Patagonia provokes controversy while at
the same time engage with their audience and urge them to take action for environmental and
social issues
Patagonia builds ethical awareness through marketing strategies by interfacing its
connecting its buyers to its brand Its mission is strongly recognizable through its business
model as a whole making it clear the reason they are in business is to save the planet Their
values are aligning with their corporate social responsibility creating a solid relationship
between Patagonia and their audience As indicated in the findings the more an organization
esteems and follows up on environmental and social protection efforts the higher their
consumer support As a result Patagonia is the leader in outdoor clothing by putting the
planet over profit wandering endlessly from anti-consumerism and exemplary lucrative
standards
Patagonia uses green marketing and social media platforms to build and maintain
brand loyalty among their audience Their strategy on social media platforms are not just to
sell their products they are promoting a lifestyle by telling stories through their audiencersquos
pictures and videos as well transparently storytelling of their supply chain practices and
investments for environmental activist organizations
According to the findings Patagonia most suitable social media platform to drive
sustainability is not clear as the brand use each platform to create ethical awareness
However Patagonia shows more engagement on their Twitter account directly to their
social political and environmental causes They engage with other environmental
organizations by retweeting them they have been mentioned thousands of time a day by
other accounts and even showing disagreement to faced environmental problems with the
American government
Further work
The restrictions of the case study open opportunities for new examinations in the
field As the researcher claims that both questions needs to be subject to further research it
Paola Pena Lozada Page 23
will be consider doing interviews to have a primary source such as interviewing members of
Patagonia staff and other sustainable organizations to have second opinions Future research
could apply triple bottom line on their business model In addition the researcher
recommends that future studies could utilize distinctive research techniques to investigate the
full degree of sustainable business
Chapter 7 Critical Self-Review
The researcher was confronted with a couple of limitations that affected this
examination Firstly the research was restricted to utilizing strictly online resources so as to
assemble fundamental and applicable data for the study This could create error of data or
bias that could be possibly useful to the study Secondly talking with Patagonia workers or
visiting the Patagonia shop in Dublin would have been a useful strategy to answer the second
question as the information is not clear on website searches Thirdly the researcher had
study Patagonia in previous semester this could generate an inclination on the side of
Patagonia beliefs and practices As well the researcher has a tendency of supporting
sustainable business this could be taken as a bias that acts as a restriction of the study
Finally the study was essentially assembled using qualitative research implying that the
researcher depended for the most part on online research base on Patagonia and other
sustainable brands This restricted the capacity to give measurable proof to help the
researches findings
Paola Pena Lozada Page 24
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Paola Pena Lozada Page 31
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[Accessed 29 November 2019]
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Paola Pena Lozada Page 32
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Paola Pena Lozada Page 33
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Paola Pena Lozada Page 34
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Paola Pena Lozada Page 35
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Segran E 2019 HampM Zara and other fashion brands are tricking shoppers with vague
sustainability claims [Online] available at httpswwwfastcompanycom90385370hm-
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[Accessed 09 December 2019]
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Consumers [Online] Available at
httpswwwforbescomsitesforbescommunicationscouncil20180829digital-marketing-
trends-that-are-changing-the-way-we-market-to-consumers5291c0b36891 [Accessed 29
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Simsek Y 2019 Inspiring Digital Marketing Agency Vision And Mission Statements
[Online] available at httpsdigitalagencynetworkcominspiring-digital-marketing-agency-
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Slaper T and Hall T 2011 The triple bottom line what is it and how does it work Indiana
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Paola Pena Lozada Page 36
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at
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Thangavelu P 2020 The Success of Patagonias Marketing Strategy [Online] available at
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marketing-strategyasp [Accessed 29 April 2020]
Think Media Consult 2018 Case Study Social Media Strategy - What Patagonia Can Teach
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2020]
Paola Pena Lozada Page 37
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with game-changing public relations Dallas Benbella Books Inc
Triple Pundit 2011 The Power of Why in Marketing [Online] available at
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2020]
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httpswwwunorgsustainabledevelopmentdevelopment-agenda [Accessed 05 December
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Significant Opportunity [Online] available at httpsunchronicleunorgarticlebusiness-
and-climate-change-rising-public-awareness-creates-significant-opportunity [Accessed 09
December 2019]
Verde D 2014 Social media has undermined peoples trust in brands [Online] available at
httpswwwtheguardiancomsustainable-business2014aug20social-media-has-
undermined-peoples-trust-in-brands [Accessed 29 April 2020]
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Watts J 2018 We have 12 years to limit climate change catastrophe warns UN [Online]
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Organizations [Online] available at httpsmediumcomPeteWeishauptthe-golden-circle-
Paola Pena Lozada Page 38
of-innovative-and-inspiring-leaders-companies-and-organizations-8965c95bb322 [Accessed
29 April 2020]
Whiting T 2019 Sustainable Style The Truth Behind The Marketing of HampMrsquos
Conscious Collection [Online] available at
httpsmediumcomtabithawhitingsustainable-style-the-truth-behind-the-marketing-of-h-
ms-conscious-collection-805eb7432002 [Accessed 07 December 2019]
Willard H 2019 Content Marketing and Storytelling True Love Forever [Online] available
at httpsblogwaypostmarketingcomstorytelling-and-small-business-marketing-strategies-
true-love-forever [Accessed 29 April 2020]
Wolfe I 2017 How Ethical Is Patagonia [Online] available at httpsgoodonyouecohow-
ethical-is-patagonia [Accessed 02 December 2019]
Wood J 2016 Clothing retailer HampM launches lsquoWorld Recycle Weekrsquo [Online] available
at httpswwwletsrecyclecomnewslatest-newsclothing-retailer-hm-launches-world-
recycle-week [Accessed 29 April 2020]
WWF 2019 Sustainable Agriculture Cotton [Online] available at
httpswwwworldwildlifeorgindustriescotton [Accessed 07 December 2019]
Yin R 2014 Case Study Research Design and Methods Los Angeles SAGE Publications
Inc
Zhukova K 2016 How 4 Top Instagram Brands Keep Their Competitive Advantage
[Online] Available at httpstrackmavencombloghow-4-top-instagram-brands-keep-their-
competitive-advantage-2 [Accessed 29 April 2020]
Zololkis 2010 Difference between case study and survey research [Online] available at
httpma-gocojpkidswp-includesjstinymcepluginscompat3x08-2010difference-
between-case-study-and-survey-research_9688php [Accessed 29 November 2019]
Paola Pena Lozada Page 39
- How Patagonia apply Triple Bottom Line in their marketing strategy
- What_is_Customer_Journey_Mapping_amp_Why_i
-
Paola Pena Lozada Page 8
environmentally brand that cares about the planet and people while making a profit the brand
has a clear mission which it is shared within its stakeholders becoming a successful
company By choosing Patagonia as a case study allows me to investigate its sustainable
approach organizational culture and how stakeholders are aligned to the companyrsquos values in
far more detailed and depth investigation than might be not possible with academic research
Chapter 2
Literature Review
Years ago the buyerrsquos journey was easier than now people went to a couple of sites
while searching for a product or service by comparing and made a choice dependent on that
data (Square 2 Marketing 2019) However nowadays information about a specific product
can be found in almost interminable websites Gallegos (2016) highlights that before
organizations had more capacity to persuade and dissuade clients to buy their sales
representatives were trusted in the process of buying Digital Marketing Institute (2019)
points out that today customers are savvier and able to research for a product on the internet
in seconds before going to the shop in fact 98 of consumers do not make a purchase
during the first visit to a brand site (Roesler 2018) This makes the selling process hard for
organizations hence marketing to clients is more troublesome than it used to be
Moravcikova (2018) suggest that technology and globalization have changed the way
how a brand communicates to potential buyers thousand of brand messages are delivered
every day which make difficult for a brand to stand apart among their rivals which is the
reason a considerable lot of them are starting to re-examine their current marketing
methodologies Furthermore Simsek (2019) stays that one of the most effective ways brands
can communicate with possible buyers it is to have clear the organizationrsquos mission and
vision and identify their target audience (Heibutzki 2019) thus brand can create specific
content to that audience by using social media billboards TV and radio ads among others
the target audience reception will contribute to the reputation of brands that leads to driving
sales
However Grani (2016) argues that traditional marketing can get lost in the clutter
instead some organizations are adopting a triple bottom line apply in marketing that creates
values that lead to strong brand loyalty Triple Bottom Line was first introduced 26 years ago
by Elkington (1999) a disruptive corporate tool that takes into account People Planet and
Profit While a few organizations have incorporated the Triple Bottom Line into the centre of
Paola Pena Lozada Page 9
their business numerous others have failed to demonstrate their responsibility with the
environment and people (Ginige 2016) In the wake of high unethical scandals such as
Volkswagen Diesel dupe General Motors safety cars and Takata bankruptcy for a faulty
airbag among others Unilever stands out as a good example of the TBL and CSR failure
approach (Quigley 2017)
Borelli (2017) points out that its CEO Polman stated that his personal mission with
the brand is ldquoto galvanize our company to be an effective force for goodrdquo Contradictory with
sexual harassment and environmental scandals in 2016 nearly 600 Indian workers were
exposed to mercury and in 2011 African labourers claim to be victims of sexual harassment
by their managers As a result the company suffered a declined in their sales expectations
from 28 to 22 On other findings contradictory to CSR scandals Prater (2019) puts
forward that the outdoor apparel companies such as Patagonia REI YETI Moosejaw and
Outdoor Voices they are a good example of CSR and TBL strategies while combining with
disruptive marketing as a business model that goes to the opposite direction to traditional
marketing In this case disruptive marketing takes risks it challenges conventional ways of
think within a new or existing market that provide unique content this business model cares
about customerrsquos needs by creating new products or process as a result the customer
connects more to those brands who are applying it (Barber 2018)
Brown (2016) points out that since most fashion industry companies are focused on
mass production and competitors offer similar products and services brands must distinguish
themselves to stand out of the crowd by adding value and listening to peoples needs Allchin
(2013) highlights that Patagonia campaign for Black Friday ldquoDonrsquot Buy This Jacketrdquo is the
perfect example of disruptive marketing they encouraged its customers to consider the effect
of consumerism on the environment and to buy only products that they need Although this
strategy seems to go against any marketing strategy on one of the busiest days of the year to
shop in The United States they rather gave all its money raise it on the day to charities align
with environmental awareness (Cave 2016) they has built up a solid community of people
who value the brands mission which is ldquoWe are doing business to save the planetrdquo and its
products (Patagonia 2019)
The United Nations in 2007 talks about the increase of awareness in the climate
change and corporate social responsibility throughout organizations has shaped the
Paola Pena Lozada Page 10
requirement for organizations to increase their marketing strategies (UN Chronicle 2007)
Additionally EPA (2017) claims that climate reports demonstrate constant increments in
levels of barometrical ozone and carbon dioxide and greenhouse gases Environmental
change is as of now influencing where individuals live how they live and how firms direct
business More recently The United Nations (2019) distributed 17 goals for sustainable
advancement that look to protect the planet end of poverty and improve lives They include a
scope of social needs such as responsible utilization and production education wellbeing
neediness sexual orientation equality social security among others Moreover Hackenberg
(2019) argues that companies that can commit to these goals have the potential to influence
customer inclinations and decrease the carbon footprint of the supply chain while achieving a
higher level on Corporate Social Responsible
Considering these environmental issues and how climate change is giving us only 12
years to limit and repair damages to the planet companies are urged to re-constructed their
products and process that are harming the planet (Watts 2018) The fashion industry is the
second most polluting industry in the world In 2011 European fashion industries went from
two collections to five per year (McFall-Johnsen 2019) However some brands offer
significantly more Zara produced 24 and HampM 12 every year (McFall-Johnsen 2019)
Batelier (2018) claims that only the US produced 15 million tonnes of textile waste in the last
20 years and between 80 and 100 billion pieces of clothes are made every year Thus the
entire planet is running out of time to save it as Kateman (2019) states that nowadays there is
an increase on ethical brands even old brands are changing the materials they used
HampM has attempted to be part of as a ldquosustainablerdquo brand to offset the impact that
apparel industry is having on the environment Segran (2019) in fact they launched a
ldquoconsciousrdquo collection in 2010 but the brand never explained to the consumers why that
collection was labelled as a conscious In their annual report of 2017 Hitti (2019) highlights
that HampM explains that the conscious collection was made with sustainable materials such as
organic cotton tencel and recycled polyester However Whiting (2019) explains that often
cotton is portrayed as eco-friendly material which is the worldrsquos most commonly used in the
production of clothes even though is a natural fabric it is not sustainable enough therefore
WWF (2019) points out that cotton needs 20000 litres of water to grow 1 Kg of cotton the
same amount needs to create a t-shirt and one pair of jean One event that creates awareness
within society and the fashion industry as stated by Donaghey (2015) was the collapsed of the
Paola Pena Lozada Page 11
garment factory Rana Plaza in Bangladesh where 1138 people died well known for poor
working conditions and unfair wages it was the housed of big brands such as Primark
Benetton and Mango
Fashion Revolution (2017) proves that since the disaster millions of people have
joined The Fashion Revolution to demand fair wages safety working conditions and more
transparency over 100000 people used a hash tag to ask brands whomademyclothes as a
response the supply chain of the fashion industry such as farmers factories and producers
use imadeyourclothes improving working conditions and more than 1300 factories have
been inspected Minimum wage in Cambodia and Bangladesh increase 77 over 70 brands
started to reduce toxic chemicals in their products (Fashion Revolution 2017)
It is clear that the fashion industry still one of the most polluting industries in the
world landfills are flooded with clothes the garment industry is getting bigger and moving
faster people buy clothes than ever before and the life cycle of each piece last less (Dunbar
2016) Hence the new era of sustainability is rising consumers around the globe are making
changes in their shopping habits they are motivated to be more ethical (CB Insights 2019)
While as yet consumers are still struggling with cost and awareness alongside their need to
better the world they are searching for organizations to step up as partners in their mission to
contribute to the environment (Nielsen 2018)
Organizations began in the so distant past to concede they have a job in the
environment In 1981 Freer Spreckley recommended that organizations ought to report on
their monetary outcomes but also the environmental impact In 1997 John Elkington
authored the expression Triple Bottom Line in his book as the three dimensions of
sustainable development such as people planet and profit forced companies to broaden their
circle of responsibility as described by Elkington (2004 cited in Miller et al 2007)On the
other hand triple bottom line is measure sustainability by the organizationrsquos activities
including environmental and human capital shareholders values and profitability as
proposed by Savitz (2006 cited in Slaper and Hall 2011) And more recently in 2018 Robert
Sroufe incorporated in his book the integration of Triple Bottom Line as an exceptional
management model that mixes every one of these ideas (Turletti 2019)
Paola Pena Lozada Page 12
On the other hand one activist company that has a clear understanding of the Triple
Bottom Line approach is Patagonia A well-known company that is 100 Fair-Trade
Certified established in 1973 by Yvon Chouinard as a rock climbing supplier that sold
Rugby shirt (Scholes 2019) His designs are simple than can be wear in any weather from
fleece jackets to quick-drying shorts made of recycled nylon polyester and organic cotton
Today Patagonia (2019) has 199 stores around the world that makes gears for skiing surfing
and climbing in addition it sells its specialty lager all while remaining the benchmark for
eco-friendly clothing brands
Patagonia is additionally focused on the human effect of its supply chain their main
goal is to raise awareness within the society to combine with the products beyond the
engagement to the environment (Daniels Ethics 2011) Keeping in mind that a lot of brands
teach shoppers about ecological and social issues Patagonia has demonstrated for quite a
long time that it can change its clients behaviour (Lowitt 2011)
Chapter 3 Research Question(s) Goals and Objectives
Purpose
How Patagonia apply triple bottom line in their marketing strategy
Research Questions
1 An analysis of how Patagonia having an ethical awareness drives brand engagement
2 An evaluation of Patagonia most appropriate social media platform (YouTube
Facebook and Instagram) from driving the sustainability
Objectives
bull The researcher aim to achieve a deep understanding of different approach Patagonia
use in their marketing strategy
bull The researcher considers Patagonia has more engagement on their Facebook page
bull Identify marketing techniques of sustainability and ethics to engagement with
audience
bull Collect data from previous case studies to enable to create clear and accurate
information
Paola Pena Lozada Page 13
Chapter 4 Research Design Methodology
This section aims to explain the methodology used to gather information a case study
that was developed by the researcher based on how Patagonia applies the triple bottom line in
their marketing strategy It analysed information based on secondary sources like Patagonias
website social media platforms and previous studies about the company books websites
and e-journals An analysis of sustainable company drives to brand engagement The case
study used a qualitative research methodology
Hollweck (2016) describes case study as a methodical tool that can utilize both
qualitative and quantitative the aim is to analyse information that can help clarify definitive
results because the investigation procedure comprises matching empirically observed
measures to hypothetically anticipated events On the other hand Yin (2014) states that case
study is one the most challenging research of all science attempts the objective is to gather
exhibit and break down information fairly by reading articles reports books among others
A case study is an in-depth technique that generally gives detailed and more
legitimate information about a person company groups or particular situation studied
Meanwhile surveys allow the researcher to collect data on numerous individuals or big
population so as to comprehend different opinions about a specific topic however can lead
to inaccurate information (Zololkis 2010) Moreover Irvine (2018) describes that interviews
are easier in the sense of the researcher can see peoplersquos reaction thus they feel more secure
to answer questions verbally than written down however interviews takes more time than
survey and cannot collect as many data as surveys
In overall case studies offer the most accurate data when compared to interviews and surveys
in contrast to qualitative research that helps to understand the reality of the studies if the
objective is to create a hypothetical framework that present veracity rather than the researcher
point of view along these lines it is conceivable to distinguish strategies that help the finding
of theory data as proposed (Ochieng 2009) On the other hand the case study is based on
inductive research according to Gabriel (2013) inductive approaches are mostly used in
qualitative research Furthermore it involves the search for pattern from perception and the
improvement of explanations theories for those patterns through the arrangement of
Paola Pena Lozada Page 14
hypotheses The aim is to generate meanings from the data collected in order to recognize
relationships to develop a theory
Chapter 5 Results (Research Findings)
1 An analysis of how Patagonia having an ethical awareness drives brand
engagement
According to Shaw (2018) for the last years marketing research has impacted of
consumer interaction with brands different researches have suggested that engaging
customer with a brand is an essential method in building stronger relationships and improving
brand performance as stated by (Khamitov et al 2019) Brand engagement contributes to
better organisational performance outcomes Patro (2013) describes those outcomes as
business development sales growth and brand referrals among others
However (Hollebeek et al 2014) suggests that this idea of brand engagement has
gotten recently less consideration While expressing that this concept is an interactive nature
have interpreted brand engagement as a consumer psychological responses emotional and
behavioural activity identified with customer and brand interactions (Schmitt et al 2009)
adds that those behaviours aroused by brand-related that are part of the brandrsquos design
communications and identity by combining consumer and brand lead to the memorable and
unique brand experience
Conversely NBRI (2020) suggests that brand engagement must be used externally
and internally building the brand from the inside organisations obtain a deeper engagement
with their employees helps the brand solidify and improve the brand for consumers In
addition Sinek (2009 cited in TEDcom) explains that the most successful brands think act
and communicate opposite to those less successful brands the key is to answer the three
questions of the golden circle Why How and What Weishaupt (2017) highlights that
inspirational organisations think from the inside to the outside by answering why and how
they do it and what it does
Therefore when a company communicate their values and beliefs rather than describe
their products they will attract more customer they will feel more connected as well
Paola Pena Lozada Page 15
increasing brand engagement Consequently some socially responsible brands are well
known for using the golden circle Willard (2018) believes that Toms shoes ldquowhyrdquo is to
provide free shoes to children in need one day without shoes campaign creates awareness on
global children education but at the same increase brand engagement as consumer were
sharing their Toms shoesrsquo experience by uploading pictures through social media (Naeini et
al 2015)
On the other hand Rhodes (2020) explains that Patagoniarsquos ldquowhyrdquo is clear they are in
business to save the planet one of the many ways they contribute is donating 1 of their
profits to the environmental protection and wilderness conservation However companies
pretending to be good in their marketing strategy and accused of green-washing are more
likely to fail as discussed by Sinek (2009) Perhaps the power of customer is stronger than
before maybe in future they would have the ability to shift the core values Triple Pundit
(2011) states that meanwhile customer cannot constrain companies to think differently they
have been motivated to fulfil customerrsquo needs hence have the ability to contribute to a better
world
Moreover one of the approaches Patagonia constantly engages with its audience
through campaigns where they not only focus on advertising its products but rather
Patagonia promote its brand by providing consumers with content and products that will
benefit their lives and interests as described by McLaughlin (2018) Yet they educate
motivate and assist people to recycle clothing and to have a more conscious lifestyle In fact
(Salesforce 2016) highlights that many companies once the customer journey is over they
stop the interaction brand-customer However Patagonia extends their customer experience
interaction by providing their customer with additional materials newsletters events social
media public engagement blogs Besides Nastu (2017) explains that Patagonia demonstrate
its sustainable supply chain activities including how they made its Fair Trade Certified
garments in the effort to impact in a positive way their factory workers as well as to educate
their customer where the materials come from
Patagonia campaign ldquoDonrsquot Wear This Jacketrdquo is the perfect example of how ethical
awareness drives brand engagement thus increases sales Thangavelu (2020) points out that
just nine months after the campaign was released Patagonia sales were up by $543 million
Additionally Dkaizer (2017) indicates that the interactive film experience devoted to
Paola Pena Lozada Page 16
protecting bears ears was watched 112852 views in two weeks the brand emphasizes their
loyalty to corporate social responsibility and their target audience Therefore brand content
generates actions that contribute to brand engagement
In addition MacKinnon (2015) explains that the Worn Wear is a campaign to extend
the life of Patagoniarsquos products and to encourage discussions about harming the planet by a
global economy that depends on consumerism Instead the brand provides customers with the
chance to have their Patagonia garments repaired or trade in order to receive credit to buy a
new or used garment Alongside Vogl (2015) explains that Patagonia constructed a
sustainable truck to travel around America and repair clothes on the way during the journey
the truck served as a storyteller in a way that customer engaged even more with the brand by
sharing their experiences Collier (2018) states that the campaign congregates up to 11075
attendants in total making it a success for the company
Nevertheless anti-consumerism marketing strategy encourage customer to think not to
buy Penhollow (2015) adds that as well helps Patagonia to build brand awareness outside
and inside its community of followers as a result the company sees double-digit annual
growth As a result of Worn Wear success campaign Patagonia created a website where
clients can buy thrifted Patagonia clothing as described by Patagonia (2020) At the same
time customer can shared their experiences on the website through the section The Stories
We Wear Baillargeon (2016) states that this offers customers the chance to share
memorable experiences and moments wearing the brandrsquos garments and how Worn Wear
has given their garments another opportunity
On the other hand Patagonia every two years has held the ldquoTools Conferencesrdquo by
throughout training an entire generation of activists Patagonia (1997) highlights that they
gather leaders to share their experiences with advocates from grassroots environmental
groups which Patagonia has associated through their donations programs Moreover
Patagonia (2017) states that the brand imparts their wisdom even on those who are not
Patagoniarsquos customer any individual can request a representative from Patagonia to talk at
events This is a piece of Patagonias strategic shows how passionate they are about what they
have believed in
Paola Pena Lozada Page 17
Moreover the brand is getting their message all around the world even for those who are
not advocated saving the planet McLaughlin (2018) affirms that the conferencersquos goal is to
motivate their audience and empower them to create ideas regarding how they can contribute
to face the environmental crisis Nevertheless Patagonia is enthusiastic about connecting
with each one of the individuals who visit their site and continually want feedback on how to
be a better brand Certainly according to Clarke (2006) Patagonia applies Triple Bottom Line
approach by keeping people planet and profit at the core of what they do This causes
customer to be part of the procedures and for instance in makes them more engaged with the
brand
Furthermore North Face is an outdoor brand that is very similar to Patagonia although
North Face share similar values regarding saving the wilderness the brand is more engaged
to drive advertising that increase annuals profit and consumer-based as explained by
Timbrook (2020) On the contrary Meltzer (2017) highlights that Patagonia is more focused
on reducing their footprint applying strict environmental guidelines on material recycling
and encouraging consumers to take actions over the planet
Patagoniarsquos owner believes that the key of their business success is that purpose is not
taken as a strategy rather is the purpose of why the brand exists Robertson (2019) explains
that in the sense of Patagonia their mission statement is clear they are in business to save the
world He stated that purpose impacts beliefs and values which then impact directly to his
employeesrsquo behaviour as well as his customers
Patagoniarsquos ant-consumerism strategy increase brand awareness as their values are
aligned with environmental and social causes and target market creating a strong relationship
between them According to (Zhao et al 2016) the more companiesrsquo values are aligned with
environmental protection the higher the consumer respond for their products making long-
term profits for the company Hence Patagonia efforts on corporate social responsibility and
ripple bottom line approach are reflected as story of the brandrsquo mission and values which are
clearly recognizable all through its business plan as a whole as discussed by Kelley (2015)
Paola Pena Lozada Page 18
2 An evaluation of Patagonia most appropriate social media platform (YouTube
Facebook and Instagram) from driving the sustainability
Over the most recent decade sustainability and social media have been playing an
increasingly significant job in the manner that organizations talk about themselves Carpenter
and Takahashi (2016) state that together social media and sustainability have opened a new
path to push companies to revaluate their role in society and how their business activities
affect the planet Thus leading to new levels of transparency higher commitment aligned
between companies people and communities as described by Cushman (2014)
According to Verde (2014) social media provides a large number of advantages
including customer trust for companies involved in sustainability they must be able to
adequately convey their efforts Thus social media can benefit sustainable organisations to
communicate effectively while increasing their brand reputation However Dossa (2020)
suggest that engaging sustainability not only includes sharing information perhaps the most
significant part is to engage and listen to their stakeholders are essentials elements for
efficient communication which makes social a great tool to transmit such interactive
dialogues
Conversely Mainwaring (2011) highlights that social media can be used as a strong
weapon against those companies that are not committed to the environment and are harming
the planet For instance people and sustainable organisation are using social media to force
businesses adopting environmental practices by changing their corporate behaviour around
the world as well as putting pressure on governments to act on the environmental changes as
described by (Ali et al 2015)
Moreover Genc (2017) suggest that organisations must then select proper channels to
communicate their efforts on environmental and social causes engaging with the right
audience through the amount of advertisements that are distributed in all social media
platforms while competing for userrsquos attention According to Chaffey (2020) there are 380
billion monthly active users on social media what makes sustainable growth stands out in a
digitalized vast world rather than just presenting reports of sustainability A company like
HampM have raised the social media fails to successfully engage with their audience on their
sustainable efforts
Paola Pena Lozada Page 19
According to Wood (2016) HampM has been applying a solid campaign on social media to
raise awareness of the environmental issues caused by the fast fashion industry using the
hashtag WorldRecycleWeek HampM urged consumers to recycle unwanted garments at their
stores Although many consumers have questioned their corporate behaviour the brand is
seen as green-washing However they used their social media to engage with the critics and
respond openly through exposure and consciousness of their sustainability efforts as stated by
Segran (2019)
On the other hand Hughes (2016) says that Tomrsquos shoes frequently use social media to
raise social issues once a year they promote the hashtag withoutshoes Tomsrsquo campaign
One Day without Shoes bring awareness about childrenrsquos health in 2015 they gave over
27000 shoes to children in need According to Erskine (2020) the challenge is to understand
how to successfully engage with their target audience on sustainable topics using appropriate
social media platforms For instance sustainable brands have been much slower to adapt in
the digitalised world however they are finding ways to drive engagement on critical issues
such as the use of social media as suggested by Osburg and Lohrmann (2017)
In the case of Patagonia Drawbridge (2018) suggests that the brand purpose and
storytelling plays a significant role in their non-conventional green marketing to build brand
loyalty with its consumers According to Engagement Labs Patagonia (2016 cited in Briggs
2016) enlists user-generated content through images videos landscapes stories to promote
and gain the most Sonsev (2019) argues that rather than advertising its garments the brand
uses campaigns to educate their audience by sharing environmental and social issues
encouraging buyers to lower their carbon footprint and create awareness of consumerism by
continuously linking back to its core values and mission
Furthermore Boniface (2019) adds that Patagonia utilizes social platforms to share data
on new developments in innovation While numerous individuals are against seeing
commercials on social media supporters of the environment and many others would be less
opposed to seeing data on ecological and social issues Thangavelu (2020) suggests that this
gives Patagonia an advantage in its capacity to market to clients without appearing to be
repressive Moreover Beer (2018) explains that Patagonia utilizes different social media
platforms such as Facebook YouTube Instagram Twitter and a Blog they are not all
Paola Pena Lozada Page 20
posting about very similar things their marketing approach is to post different information
between them Their target audience are the generation X and millennials who have
disposable income the brand cares more about quality instead of quantity and appreciate the
value in spending more money for a piece of garment that will last longer as described by
Klara (2016)
However when it comes to events they use all the platforms to advertise Influencer
Marketing Hub (2020) explains that Patagonia knows how to match ads with its target
audience on Facebook where they have 17 million followers Torossian (2011) adds that
followers can discover blogs of adventurers outdoorsman and environmentalists post related
to social and environmental groups and events pages In fact in 2016 the brand had the
highest engagement score between among sports apparel brands on Facebook as highlighted
by Briggs (2016)
Whereas on Instagram Patagonia have 44 million followers they are more focus on
posting charming photos mostly taken by their customer wearing the garments and outdoor
adventures a great strategy of connecting with Patagoniarsquos loyal audience as explained by
Berger (2016) According to Zhukova (2016) Patagonias partnership help builds a strong
engagement with their audiences such as photographer and adventures like Mikey Schaefer
and Austin Siadak One of the most engaging posts in 2016 mentioned both of them thus
Instagram post is most engaging using user handle and geo-tagger as increase engagement by
79 as indicated by Hootsuite (2020)
On the other hand Think Media Consult (2018) states that Patagoniarsquos YouTube channel
has more than 191k followers and 32 million views their videos are related to outdoor
adventures such as snowboarding skiing surfing climbing and campaign like Worn Wear
Harper (2018) highlights that Patagonia makes sure their videos tell stories rather than just
sell products the brand story is essentially told through what they focus their cameras around
on and that excitement is influenced any video or production approach The brand also post
videos explaining the process of their garment However the audience shows more
engagement on the outdoors sports videos
Moreover on Twitter the brand has 458K followers Dailey (2018) states that this is the
platform where they show more engagement directly to their social political and
Paola Pena Lozada Page 21
environmental views Their strategy is to also retweet from accounts such as Natural
Resources Defence Council Ceres News and the Environmental Defence Fund According to
Gelles (2018) President Trump announced in 2017 the size reduction of two national
monuments Bears Ears and Grand Staircase Escalante National Monuments Patagonia has
been actively involved in the preservation of Bears Ears since 2012 of the preservation
As a result Gelles (2018) adds that Patagonia took twitter to show their disagreement
ldquoThe President Stole Your Landrdquo and filed a lawsuit against the Ryan Zinke the secretary of
agriculture the chief of the Forest Service and the director of the Bureau of Land
Management Furthermore a study was taken by (Adamovic et al 2016) between November
20 2015 and January 20 2016 using analysis websites SocialMention and IceRocket they
found that Patagonia is more active on Twitter and generated more engagement with their
followers they were mentioned more than 240K tweets per day on average the majority of
the tweets were positive Yet the brand even receives more likes and retweets than its main
competitor The North Face this shows the brand strong engagement and loyal fan base as
described by (Adamovic et al 2016)
In overall Patagonia social media engagement was 31 posts on Facebook 210 tweets on
Twitter 58 photos on Instagram and 56 videos on YouTube McLaughlin (2018) highlights
that the brand maintains their support to environmental and social causes keeping a
consistent voice that reinforces their mission statement and values they promise to keep
doing responsible practices regarding sustainable procedures and recycled materials
Chapter 6 Conclusions and Further Work
Based on the findings of this case study the following conclusions are drawn
Given the finding results the researcher retain that sustainable can engage with
customers and have a higher brand engagement than non-sustainable brands In fact the triple
bottom line can help and support the implementation of sustainable business practices which
are fundamental to put into operation the principles of corporate social responsibility
Patagonias essential non-traditional campaigns set the difference to how other retail
brands should embrace environmental responsibility what makes Patagonia a pioneer in the
Paola Pena Lozada Page 22
business Although Patagonias anti-consumerism practices perform the opposite of what
traditional marketing strategies outlining its fruitful methodology of putting the planet before
company profit Furthermore by integrating political and anti-consumerism promotion in its
advertising strategies over social media and website Patagonia provokes controversy while at
the same time engage with their audience and urge them to take action for environmental and
social issues
Patagonia builds ethical awareness through marketing strategies by interfacing its
connecting its buyers to its brand Its mission is strongly recognizable through its business
model as a whole making it clear the reason they are in business is to save the planet Their
values are aligning with their corporate social responsibility creating a solid relationship
between Patagonia and their audience As indicated in the findings the more an organization
esteems and follows up on environmental and social protection efforts the higher their
consumer support As a result Patagonia is the leader in outdoor clothing by putting the
planet over profit wandering endlessly from anti-consumerism and exemplary lucrative
standards
Patagonia uses green marketing and social media platforms to build and maintain
brand loyalty among their audience Their strategy on social media platforms are not just to
sell their products they are promoting a lifestyle by telling stories through their audiencersquos
pictures and videos as well transparently storytelling of their supply chain practices and
investments for environmental activist organizations
According to the findings Patagonia most suitable social media platform to drive
sustainability is not clear as the brand use each platform to create ethical awareness
However Patagonia shows more engagement on their Twitter account directly to their
social political and environmental causes They engage with other environmental
organizations by retweeting them they have been mentioned thousands of time a day by
other accounts and even showing disagreement to faced environmental problems with the
American government
Further work
The restrictions of the case study open opportunities for new examinations in the
field As the researcher claims that both questions needs to be subject to further research it
Paola Pena Lozada Page 23
will be consider doing interviews to have a primary source such as interviewing members of
Patagonia staff and other sustainable organizations to have second opinions Future research
could apply triple bottom line on their business model In addition the researcher
recommends that future studies could utilize distinctive research techniques to investigate the
full degree of sustainable business
Chapter 7 Critical Self-Review
The researcher was confronted with a couple of limitations that affected this
examination Firstly the research was restricted to utilizing strictly online resources so as to
assemble fundamental and applicable data for the study This could create error of data or
bias that could be possibly useful to the study Secondly talking with Patagonia workers or
visiting the Patagonia shop in Dublin would have been a useful strategy to answer the second
question as the information is not clear on website searches Thirdly the researcher had
study Patagonia in previous semester this could generate an inclination on the side of
Patagonia beliefs and practices As well the researcher has a tendency of supporting
sustainable business this could be taken as a bias that acts as a restriction of the study
Finally the study was essentially assembled using qualitative research implying that the
researcher depended for the most part on online research base on Patagonia and other
sustainable brands This restricted the capacity to give measurable proof to help the
researches findings
Paola Pena Lozada Page 24
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Paola Pena Lozada Page 32
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Paola Pena Lozada Page 33
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Paola Pena Lozada Page 34
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Paola Pena Lozada Page 36
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29 November 2019]
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Thangavelu P 2020 The Success of Patagonias Marketing Strategy [Online] available at
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Think Media Consult 2018 Case Study Social Media Strategy - What Patagonia Can Teach
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2020]
Paola Pena Lozada Page 37
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Conscious Collection [Online] available at
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at httpsblogwaypostmarketingcomstorytelling-and-small-business-marketing-strategies-
true-love-forever [Accessed 29 April 2020]
Wolfe I 2017 How Ethical Is Patagonia [Online] available at httpsgoodonyouecohow-
ethical-is-patagonia [Accessed 02 December 2019]
Wood J 2016 Clothing retailer HampM launches lsquoWorld Recycle Weekrsquo [Online] available
at httpswwwletsrecyclecomnewslatest-newsclothing-retailer-hm-launches-world-
recycle-week [Accessed 29 April 2020]
WWF 2019 Sustainable Agriculture Cotton [Online] available at
httpswwwworldwildlifeorgindustriescotton [Accessed 07 December 2019]
Yin R 2014 Case Study Research Design and Methods Los Angeles SAGE Publications
Inc
Zhukova K 2016 How 4 Top Instagram Brands Keep Their Competitive Advantage
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competitive-advantage-2 [Accessed 29 April 2020]
Zololkis 2010 Difference between case study and survey research [Online] available at
httpma-gocojpkidswp-includesjstinymcepluginscompat3x08-2010difference-
between-case-study-and-survey-research_9688php [Accessed 29 November 2019]
Paola Pena Lozada Page 39
- How Patagonia apply Triple Bottom Line in their marketing strategy
- What_is_Customer_Journey_Mapping_amp_Why_i
-
Paola Pena Lozada Page 9
their business numerous others have failed to demonstrate their responsibility with the
environment and people (Ginige 2016) In the wake of high unethical scandals such as
Volkswagen Diesel dupe General Motors safety cars and Takata bankruptcy for a faulty
airbag among others Unilever stands out as a good example of the TBL and CSR failure
approach (Quigley 2017)
Borelli (2017) points out that its CEO Polman stated that his personal mission with
the brand is ldquoto galvanize our company to be an effective force for goodrdquo Contradictory with
sexual harassment and environmental scandals in 2016 nearly 600 Indian workers were
exposed to mercury and in 2011 African labourers claim to be victims of sexual harassment
by their managers As a result the company suffered a declined in their sales expectations
from 28 to 22 On other findings contradictory to CSR scandals Prater (2019) puts
forward that the outdoor apparel companies such as Patagonia REI YETI Moosejaw and
Outdoor Voices they are a good example of CSR and TBL strategies while combining with
disruptive marketing as a business model that goes to the opposite direction to traditional
marketing In this case disruptive marketing takes risks it challenges conventional ways of
think within a new or existing market that provide unique content this business model cares
about customerrsquos needs by creating new products or process as a result the customer
connects more to those brands who are applying it (Barber 2018)
Brown (2016) points out that since most fashion industry companies are focused on
mass production and competitors offer similar products and services brands must distinguish
themselves to stand out of the crowd by adding value and listening to peoples needs Allchin
(2013) highlights that Patagonia campaign for Black Friday ldquoDonrsquot Buy This Jacketrdquo is the
perfect example of disruptive marketing they encouraged its customers to consider the effect
of consumerism on the environment and to buy only products that they need Although this
strategy seems to go against any marketing strategy on one of the busiest days of the year to
shop in The United States they rather gave all its money raise it on the day to charities align
with environmental awareness (Cave 2016) they has built up a solid community of people
who value the brands mission which is ldquoWe are doing business to save the planetrdquo and its
products (Patagonia 2019)
The United Nations in 2007 talks about the increase of awareness in the climate
change and corporate social responsibility throughout organizations has shaped the
Paola Pena Lozada Page 10
requirement for organizations to increase their marketing strategies (UN Chronicle 2007)
Additionally EPA (2017) claims that climate reports demonstrate constant increments in
levels of barometrical ozone and carbon dioxide and greenhouse gases Environmental
change is as of now influencing where individuals live how they live and how firms direct
business More recently The United Nations (2019) distributed 17 goals for sustainable
advancement that look to protect the planet end of poverty and improve lives They include a
scope of social needs such as responsible utilization and production education wellbeing
neediness sexual orientation equality social security among others Moreover Hackenberg
(2019) argues that companies that can commit to these goals have the potential to influence
customer inclinations and decrease the carbon footprint of the supply chain while achieving a
higher level on Corporate Social Responsible
Considering these environmental issues and how climate change is giving us only 12
years to limit and repair damages to the planet companies are urged to re-constructed their
products and process that are harming the planet (Watts 2018) The fashion industry is the
second most polluting industry in the world In 2011 European fashion industries went from
two collections to five per year (McFall-Johnsen 2019) However some brands offer
significantly more Zara produced 24 and HampM 12 every year (McFall-Johnsen 2019)
Batelier (2018) claims that only the US produced 15 million tonnes of textile waste in the last
20 years and between 80 and 100 billion pieces of clothes are made every year Thus the
entire planet is running out of time to save it as Kateman (2019) states that nowadays there is
an increase on ethical brands even old brands are changing the materials they used
HampM has attempted to be part of as a ldquosustainablerdquo brand to offset the impact that
apparel industry is having on the environment Segran (2019) in fact they launched a
ldquoconsciousrdquo collection in 2010 but the brand never explained to the consumers why that
collection was labelled as a conscious In their annual report of 2017 Hitti (2019) highlights
that HampM explains that the conscious collection was made with sustainable materials such as
organic cotton tencel and recycled polyester However Whiting (2019) explains that often
cotton is portrayed as eco-friendly material which is the worldrsquos most commonly used in the
production of clothes even though is a natural fabric it is not sustainable enough therefore
WWF (2019) points out that cotton needs 20000 litres of water to grow 1 Kg of cotton the
same amount needs to create a t-shirt and one pair of jean One event that creates awareness
within society and the fashion industry as stated by Donaghey (2015) was the collapsed of the
Paola Pena Lozada Page 11
garment factory Rana Plaza in Bangladesh where 1138 people died well known for poor
working conditions and unfair wages it was the housed of big brands such as Primark
Benetton and Mango
Fashion Revolution (2017) proves that since the disaster millions of people have
joined The Fashion Revolution to demand fair wages safety working conditions and more
transparency over 100000 people used a hash tag to ask brands whomademyclothes as a
response the supply chain of the fashion industry such as farmers factories and producers
use imadeyourclothes improving working conditions and more than 1300 factories have
been inspected Minimum wage in Cambodia and Bangladesh increase 77 over 70 brands
started to reduce toxic chemicals in their products (Fashion Revolution 2017)
It is clear that the fashion industry still one of the most polluting industries in the
world landfills are flooded with clothes the garment industry is getting bigger and moving
faster people buy clothes than ever before and the life cycle of each piece last less (Dunbar
2016) Hence the new era of sustainability is rising consumers around the globe are making
changes in their shopping habits they are motivated to be more ethical (CB Insights 2019)
While as yet consumers are still struggling with cost and awareness alongside their need to
better the world they are searching for organizations to step up as partners in their mission to
contribute to the environment (Nielsen 2018)
Organizations began in the so distant past to concede they have a job in the
environment In 1981 Freer Spreckley recommended that organizations ought to report on
their monetary outcomes but also the environmental impact In 1997 John Elkington
authored the expression Triple Bottom Line in his book as the three dimensions of
sustainable development such as people planet and profit forced companies to broaden their
circle of responsibility as described by Elkington (2004 cited in Miller et al 2007)On the
other hand triple bottom line is measure sustainability by the organizationrsquos activities
including environmental and human capital shareholders values and profitability as
proposed by Savitz (2006 cited in Slaper and Hall 2011) And more recently in 2018 Robert
Sroufe incorporated in his book the integration of Triple Bottom Line as an exceptional
management model that mixes every one of these ideas (Turletti 2019)
Paola Pena Lozada Page 12
On the other hand one activist company that has a clear understanding of the Triple
Bottom Line approach is Patagonia A well-known company that is 100 Fair-Trade
Certified established in 1973 by Yvon Chouinard as a rock climbing supplier that sold
Rugby shirt (Scholes 2019) His designs are simple than can be wear in any weather from
fleece jackets to quick-drying shorts made of recycled nylon polyester and organic cotton
Today Patagonia (2019) has 199 stores around the world that makes gears for skiing surfing
and climbing in addition it sells its specialty lager all while remaining the benchmark for
eco-friendly clothing brands
Patagonia is additionally focused on the human effect of its supply chain their main
goal is to raise awareness within the society to combine with the products beyond the
engagement to the environment (Daniels Ethics 2011) Keeping in mind that a lot of brands
teach shoppers about ecological and social issues Patagonia has demonstrated for quite a
long time that it can change its clients behaviour (Lowitt 2011)
Chapter 3 Research Question(s) Goals and Objectives
Purpose
How Patagonia apply triple bottom line in their marketing strategy
Research Questions
1 An analysis of how Patagonia having an ethical awareness drives brand engagement
2 An evaluation of Patagonia most appropriate social media platform (YouTube
Facebook and Instagram) from driving the sustainability
Objectives
bull The researcher aim to achieve a deep understanding of different approach Patagonia
use in their marketing strategy
bull The researcher considers Patagonia has more engagement on their Facebook page
bull Identify marketing techniques of sustainability and ethics to engagement with
audience
bull Collect data from previous case studies to enable to create clear and accurate
information
Paola Pena Lozada Page 13
Chapter 4 Research Design Methodology
This section aims to explain the methodology used to gather information a case study
that was developed by the researcher based on how Patagonia applies the triple bottom line in
their marketing strategy It analysed information based on secondary sources like Patagonias
website social media platforms and previous studies about the company books websites
and e-journals An analysis of sustainable company drives to brand engagement The case
study used a qualitative research methodology
Hollweck (2016) describes case study as a methodical tool that can utilize both
qualitative and quantitative the aim is to analyse information that can help clarify definitive
results because the investigation procedure comprises matching empirically observed
measures to hypothetically anticipated events On the other hand Yin (2014) states that case
study is one the most challenging research of all science attempts the objective is to gather
exhibit and break down information fairly by reading articles reports books among others
A case study is an in-depth technique that generally gives detailed and more
legitimate information about a person company groups or particular situation studied
Meanwhile surveys allow the researcher to collect data on numerous individuals or big
population so as to comprehend different opinions about a specific topic however can lead
to inaccurate information (Zololkis 2010) Moreover Irvine (2018) describes that interviews
are easier in the sense of the researcher can see peoplersquos reaction thus they feel more secure
to answer questions verbally than written down however interviews takes more time than
survey and cannot collect as many data as surveys
In overall case studies offer the most accurate data when compared to interviews and surveys
in contrast to qualitative research that helps to understand the reality of the studies if the
objective is to create a hypothetical framework that present veracity rather than the researcher
point of view along these lines it is conceivable to distinguish strategies that help the finding
of theory data as proposed (Ochieng 2009) On the other hand the case study is based on
inductive research according to Gabriel (2013) inductive approaches are mostly used in
qualitative research Furthermore it involves the search for pattern from perception and the
improvement of explanations theories for those patterns through the arrangement of
Paola Pena Lozada Page 14
hypotheses The aim is to generate meanings from the data collected in order to recognize
relationships to develop a theory
Chapter 5 Results (Research Findings)
1 An analysis of how Patagonia having an ethical awareness drives brand
engagement
According to Shaw (2018) for the last years marketing research has impacted of
consumer interaction with brands different researches have suggested that engaging
customer with a brand is an essential method in building stronger relationships and improving
brand performance as stated by (Khamitov et al 2019) Brand engagement contributes to
better organisational performance outcomes Patro (2013) describes those outcomes as
business development sales growth and brand referrals among others
However (Hollebeek et al 2014) suggests that this idea of brand engagement has
gotten recently less consideration While expressing that this concept is an interactive nature
have interpreted brand engagement as a consumer psychological responses emotional and
behavioural activity identified with customer and brand interactions (Schmitt et al 2009)
adds that those behaviours aroused by brand-related that are part of the brandrsquos design
communications and identity by combining consumer and brand lead to the memorable and
unique brand experience
Conversely NBRI (2020) suggests that brand engagement must be used externally
and internally building the brand from the inside organisations obtain a deeper engagement
with their employees helps the brand solidify and improve the brand for consumers In
addition Sinek (2009 cited in TEDcom) explains that the most successful brands think act
and communicate opposite to those less successful brands the key is to answer the three
questions of the golden circle Why How and What Weishaupt (2017) highlights that
inspirational organisations think from the inside to the outside by answering why and how
they do it and what it does
Therefore when a company communicate their values and beliefs rather than describe
their products they will attract more customer they will feel more connected as well
Paola Pena Lozada Page 15
increasing brand engagement Consequently some socially responsible brands are well
known for using the golden circle Willard (2018) believes that Toms shoes ldquowhyrdquo is to
provide free shoes to children in need one day without shoes campaign creates awareness on
global children education but at the same increase brand engagement as consumer were
sharing their Toms shoesrsquo experience by uploading pictures through social media (Naeini et
al 2015)
On the other hand Rhodes (2020) explains that Patagoniarsquos ldquowhyrdquo is clear they are in
business to save the planet one of the many ways they contribute is donating 1 of their
profits to the environmental protection and wilderness conservation However companies
pretending to be good in their marketing strategy and accused of green-washing are more
likely to fail as discussed by Sinek (2009) Perhaps the power of customer is stronger than
before maybe in future they would have the ability to shift the core values Triple Pundit
(2011) states that meanwhile customer cannot constrain companies to think differently they
have been motivated to fulfil customerrsquo needs hence have the ability to contribute to a better
world
Moreover one of the approaches Patagonia constantly engages with its audience
through campaigns where they not only focus on advertising its products but rather
Patagonia promote its brand by providing consumers with content and products that will
benefit their lives and interests as described by McLaughlin (2018) Yet they educate
motivate and assist people to recycle clothing and to have a more conscious lifestyle In fact
(Salesforce 2016) highlights that many companies once the customer journey is over they
stop the interaction brand-customer However Patagonia extends their customer experience
interaction by providing their customer with additional materials newsletters events social
media public engagement blogs Besides Nastu (2017) explains that Patagonia demonstrate
its sustainable supply chain activities including how they made its Fair Trade Certified
garments in the effort to impact in a positive way their factory workers as well as to educate
their customer where the materials come from
Patagonia campaign ldquoDonrsquot Wear This Jacketrdquo is the perfect example of how ethical
awareness drives brand engagement thus increases sales Thangavelu (2020) points out that
just nine months after the campaign was released Patagonia sales were up by $543 million
Additionally Dkaizer (2017) indicates that the interactive film experience devoted to
Paola Pena Lozada Page 16
protecting bears ears was watched 112852 views in two weeks the brand emphasizes their
loyalty to corporate social responsibility and their target audience Therefore brand content
generates actions that contribute to brand engagement
In addition MacKinnon (2015) explains that the Worn Wear is a campaign to extend
the life of Patagoniarsquos products and to encourage discussions about harming the planet by a
global economy that depends on consumerism Instead the brand provides customers with the
chance to have their Patagonia garments repaired or trade in order to receive credit to buy a
new or used garment Alongside Vogl (2015) explains that Patagonia constructed a
sustainable truck to travel around America and repair clothes on the way during the journey
the truck served as a storyteller in a way that customer engaged even more with the brand by
sharing their experiences Collier (2018) states that the campaign congregates up to 11075
attendants in total making it a success for the company
Nevertheless anti-consumerism marketing strategy encourage customer to think not to
buy Penhollow (2015) adds that as well helps Patagonia to build brand awareness outside
and inside its community of followers as a result the company sees double-digit annual
growth As a result of Worn Wear success campaign Patagonia created a website where
clients can buy thrifted Patagonia clothing as described by Patagonia (2020) At the same
time customer can shared their experiences on the website through the section The Stories
We Wear Baillargeon (2016) states that this offers customers the chance to share
memorable experiences and moments wearing the brandrsquos garments and how Worn Wear
has given their garments another opportunity
On the other hand Patagonia every two years has held the ldquoTools Conferencesrdquo by
throughout training an entire generation of activists Patagonia (1997) highlights that they
gather leaders to share their experiences with advocates from grassroots environmental
groups which Patagonia has associated through their donations programs Moreover
Patagonia (2017) states that the brand imparts their wisdom even on those who are not
Patagoniarsquos customer any individual can request a representative from Patagonia to talk at
events This is a piece of Patagonias strategic shows how passionate they are about what they
have believed in
Paola Pena Lozada Page 17
Moreover the brand is getting their message all around the world even for those who are
not advocated saving the planet McLaughlin (2018) affirms that the conferencersquos goal is to
motivate their audience and empower them to create ideas regarding how they can contribute
to face the environmental crisis Nevertheless Patagonia is enthusiastic about connecting
with each one of the individuals who visit their site and continually want feedback on how to
be a better brand Certainly according to Clarke (2006) Patagonia applies Triple Bottom Line
approach by keeping people planet and profit at the core of what they do This causes
customer to be part of the procedures and for instance in makes them more engaged with the
brand
Furthermore North Face is an outdoor brand that is very similar to Patagonia although
North Face share similar values regarding saving the wilderness the brand is more engaged
to drive advertising that increase annuals profit and consumer-based as explained by
Timbrook (2020) On the contrary Meltzer (2017) highlights that Patagonia is more focused
on reducing their footprint applying strict environmental guidelines on material recycling
and encouraging consumers to take actions over the planet
Patagoniarsquos owner believes that the key of their business success is that purpose is not
taken as a strategy rather is the purpose of why the brand exists Robertson (2019) explains
that in the sense of Patagonia their mission statement is clear they are in business to save the
world He stated that purpose impacts beliefs and values which then impact directly to his
employeesrsquo behaviour as well as his customers
Patagoniarsquos ant-consumerism strategy increase brand awareness as their values are
aligned with environmental and social causes and target market creating a strong relationship
between them According to (Zhao et al 2016) the more companiesrsquo values are aligned with
environmental protection the higher the consumer respond for their products making long-
term profits for the company Hence Patagonia efforts on corporate social responsibility and
ripple bottom line approach are reflected as story of the brandrsquo mission and values which are
clearly recognizable all through its business plan as a whole as discussed by Kelley (2015)
Paola Pena Lozada Page 18
2 An evaluation of Patagonia most appropriate social media platform (YouTube
Facebook and Instagram) from driving the sustainability
Over the most recent decade sustainability and social media have been playing an
increasingly significant job in the manner that organizations talk about themselves Carpenter
and Takahashi (2016) state that together social media and sustainability have opened a new
path to push companies to revaluate their role in society and how their business activities
affect the planet Thus leading to new levels of transparency higher commitment aligned
between companies people and communities as described by Cushman (2014)
According to Verde (2014) social media provides a large number of advantages
including customer trust for companies involved in sustainability they must be able to
adequately convey their efforts Thus social media can benefit sustainable organisations to
communicate effectively while increasing their brand reputation However Dossa (2020)
suggest that engaging sustainability not only includes sharing information perhaps the most
significant part is to engage and listen to their stakeholders are essentials elements for
efficient communication which makes social a great tool to transmit such interactive
dialogues
Conversely Mainwaring (2011) highlights that social media can be used as a strong
weapon against those companies that are not committed to the environment and are harming
the planet For instance people and sustainable organisation are using social media to force
businesses adopting environmental practices by changing their corporate behaviour around
the world as well as putting pressure on governments to act on the environmental changes as
described by (Ali et al 2015)
Moreover Genc (2017) suggest that organisations must then select proper channels to
communicate their efforts on environmental and social causes engaging with the right
audience through the amount of advertisements that are distributed in all social media
platforms while competing for userrsquos attention According to Chaffey (2020) there are 380
billion monthly active users on social media what makes sustainable growth stands out in a
digitalized vast world rather than just presenting reports of sustainability A company like
HampM have raised the social media fails to successfully engage with their audience on their
sustainable efforts
Paola Pena Lozada Page 19
According to Wood (2016) HampM has been applying a solid campaign on social media to
raise awareness of the environmental issues caused by the fast fashion industry using the
hashtag WorldRecycleWeek HampM urged consumers to recycle unwanted garments at their
stores Although many consumers have questioned their corporate behaviour the brand is
seen as green-washing However they used their social media to engage with the critics and
respond openly through exposure and consciousness of their sustainability efforts as stated by
Segran (2019)
On the other hand Hughes (2016) says that Tomrsquos shoes frequently use social media to
raise social issues once a year they promote the hashtag withoutshoes Tomsrsquo campaign
One Day without Shoes bring awareness about childrenrsquos health in 2015 they gave over
27000 shoes to children in need According to Erskine (2020) the challenge is to understand
how to successfully engage with their target audience on sustainable topics using appropriate
social media platforms For instance sustainable brands have been much slower to adapt in
the digitalised world however they are finding ways to drive engagement on critical issues
such as the use of social media as suggested by Osburg and Lohrmann (2017)
In the case of Patagonia Drawbridge (2018) suggests that the brand purpose and
storytelling plays a significant role in their non-conventional green marketing to build brand
loyalty with its consumers According to Engagement Labs Patagonia (2016 cited in Briggs
2016) enlists user-generated content through images videos landscapes stories to promote
and gain the most Sonsev (2019) argues that rather than advertising its garments the brand
uses campaigns to educate their audience by sharing environmental and social issues
encouraging buyers to lower their carbon footprint and create awareness of consumerism by
continuously linking back to its core values and mission
Furthermore Boniface (2019) adds that Patagonia utilizes social platforms to share data
on new developments in innovation While numerous individuals are against seeing
commercials on social media supporters of the environment and many others would be less
opposed to seeing data on ecological and social issues Thangavelu (2020) suggests that this
gives Patagonia an advantage in its capacity to market to clients without appearing to be
repressive Moreover Beer (2018) explains that Patagonia utilizes different social media
platforms such as Facebook YouTube Instagram Twitter and a Blog they are not all
Paola Pena Lozada Page 20
posting about very similar things their marketing approach is to post different information
between them Their target audience are the generation X and millennials who have
disposable income the brand cares more about quality instead of quantity and appreciate the
value in spending more money for a piece of garment that will last longer as described by
Klara (2016)
However when it comes to events they use all the platforms to advertise Influencer
Marketing Hub (2020) explains that Patagonia knows how to match ads with its target
audience on Facebook where they have 17 million followers Torossian (2011) adds that
followers can discover blogs of adventurers outdoorsman and environmentalists post related
to social and environmental groups and events pages In fact in 2016 the brand had the
highest engagement score between among sports apparel brands on Facebook as highlighted
by Briggs (2016)
Whereas on Instagram Patagonia have 44 million followers they are more focus on
posting charming photos mostly taken by their customer wearing the garments and outdoor
adventures a great strategy of connecting with Patagoniarsquos loyal audience as explained by
Berger (2016) According to Zhukova (2016) Patagonias partnership help builds a strong
engagement with their audiences such as photographer and adventures like Mikey Schaefer
and Austin Siadak One of the most engaging posts in 2016 mentioned both of them thus
Instagram post is most engaging using user handle and geo-tagger as increase engagement by
79 as indicated by Hootsuite (2020)
On the other hand Think Media Consult (2018) states that Patagoniarsquos YouTube channel
has more than 191k followers and 32 million views their videos are related to outdoor
adventures such as snowboarding skiing surfing climbing and campaign like Worn Wear
Harper (2018) highlights that Patagonia makes sure their videos tell stories rather than just
sell products the brand story is essentially told through what they focus their cameras around
on and that excitement is influenced any video or production approach The brand also post
videos explaining the process of their garment However the audience shows more
engagement on the outdoors sports videos
Moreover on Twitter the brand has 458K followers Dailey (2018) states that this is the
platform where they show more engagement directly to their social political and
Paola Pena Lozada Page 21
environmental views Their strategy is to also retweet from accounts such as Natural
Resources Defence Council Ceres News and the Environmental Defence Fund According to
Gelles (2018) President Trump announced in 2017 the size reduction of two national
monuments Bears Ears and Grand Staircase Escalante National Monuments Patagonia has
been actively involved in the preservation of Bears Ears since 2012 of the preservation
As a result Gelles (2018) adds that Patagonia took twitter to show their disagreement
ldquoThe President Stole Your Landrdquo and filed a lawsuit against the Ryan Zinke the secretary of
agriculture the chief of the Forest Service and the director of the Bureau of Land
Management Furthermore a study was taken by (Adamovic et al 2016) between November
20 2015 and January 20 2016 using analysis websites SocialMention and IceRocket they
found that Patagonia is more active on Twitter and generated more engagement with their
followers they were mentioned more than 240K tweets per day on average the majority of
the tweets were positive Yet the brand even receives more likes and retweets than its main
competitor The North Face this shows the brand strong engagement and loyal fan base as
described by (Adamovic et al 2016)
In overall Patagonia social media engagement was 31 posts on Facebook 210 tweets on
Twitter 58 photos on Instagram and 56 videos on YouTube McLaughlin (2018) highlights
that the brand maintains their support to environmental and social causes keeping a
consistent voice that reinforces their mission statement and values they promise to keep
doing responsible practices regarding sustainable procedures and recycled materials
Chapter 6 Conclusions and Further Work
Based on the findings of this case study the following conclusions are drawn
Given the finding results the researcher retain that sustainable can engage with
customers and have a higher brand engagement than non-sustainable brands In fact the triple
bottom line can help and support the implementation of sustainable business practices which
are fundamental to put into operation the principles of corporate social responsibility
Patagonias essential non-traditional campaigns set the difference to how other retail
brands should embrace environmental responsibility what makes Patagonia a pioneer in the
Paola Pena Lozada Page 22
business Although Patagonias anti-consumerism practices perform the opposite of what
traditional marketing strategies outlining its fruitful methodology of putting the planet before
company profit Furthermore by integrating political and anti-consumerism promotion in its
advertising strategies over social media and website Patagonia provokes controversy while at
the same time engage with their audience and urge them to take action for environmental and
social issues
Patagonia builds ethical awareness through marketing strategies by interfacing its
connecting its buyers to its brand Its mission is strongly recognizable through its business
model as a whole making it clear the reason they are in business is to save the planet Their
values are aligning with their corporate social responsibility creating a solid relationship
between Patagonia and their audience As indicated in the findings the more an organization
esteems and follows up on environmental and social protection efforts the higher their
consumer support As a result Patagonia is the leader in outdoor clothing by putting the
planet over profit wandering endlessly from anti-consumerism and exemplary lucrative
standards
Patagonia uses green marketing and social media platforms to build and maintain
brand loyalty among their audience Their strategy on social media platforms are not just to
sell their products they are promoting a lifestyle by telling stories through their audiencersquos
pictures and videos as well transparently storytelling of their supply chain practices and
investments for environmental activist organizations
According to the findings Patagonia most suitable social media platform to drive
sustainability is not clear as the brand use each platform to create ethical awareness
However Patagonia shows more engagement on their Twitter account directly to their
social political and environmental causes They engage with other environmental
organizations by retweeting them they have been mentioned thousands of time a day by
other accounts and even showing disagreement to faced environmental problems with the
American government
Further work
The restrictions of the case study open opportunities for new examinations in the
field As the researcher claims that both questions needs to be subject to further research it
Paola Pena Lozada Page 23
will be consider doing interviews to have a primary source such as interviewing members of
Patagonia staff and other sustainable organizations to have second opinions Future research
could apply triple bottom line on their business model In addition the researcher
recommends that future studies could utilize distinctive research techniques to investigate the
full degree of sustainable business
Chapter 7 Critical Self-Review
The researcher was confronted with a couple of limitations that affected this
examination Firstly the research was restricted to utilizing strictly online resources so as to
assemble fundamental and applicable data for the study This could create error of data or
bias that could be possibly useful to the study Secondly talking with Patagonia workers or
visiting the Patagonia shop in Dublin would have been a useful strategy to answer the second
question as the information is not clear on website searches Thirdly the researcher had
study Patagonia in previous semester this could generate an inclination on the side of
Patagonia beliefs and practices As well the researcher has a tendency of supporting
sustainable business this could be taken as a bias that acts as a restriction of the study
Finally the study was essentially assembled using qualitative research implying that the
researcher depended for the most part on online research base on Patagonia and other
sustainable brands This restricted the capacity to give measurable proof to help the
researches findings
Paola Pena Lozada Page 24
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Patro C 2013 The Impact of Employee Engagement on Organizations Productivity
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Penhollow S 2015 Patagonia Has Built Its Success on Encouraging Customers to Think
Not Buy [Online] available at httpsmediumcomproduct-launches-and-
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April 2020]
Prater M 2019 5 Outdoor Brands with Disruptive Marketing Strategies [Online] available
at httpsbrandfoldercomblog5-outdoor-brands-disruptive-marketing-strategies [Accessed
04 December 2019]
Quigley P 2017 A Year of Corporate Social Responsibility Failures [Online] available at
httpswwwapicsorgapics-for-individualsapics-magazine-homemagazine-detail-
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2019]
Rhodes D 2020 A Foundation For How Your Content Should Be Built [Online] available
at httpswwwimpulsecreativecomblogcontent-writing-framework [Accessed 30 April
2020]
Robertson G 2019 Case Study Patagonia goes against the norms of business and it
works [Online] available at httpsbeloved-brandscom20190422patagonia [Accessed
20 April 2020]
Paola Pena Lozada Page 35
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Than Once [Online] available at httpswwwinccompeter-roeslerwhy-its-necessary-to-
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Salesforce 2016 What is Customer Journey Mapping amp Why is it Important [Online]
available at httpswwwsalesforcecomukblog201603customer-journey-mapping-
explainedhtml [Accessed 29 April 2020]
Schmitt B Zarantonello L and Brakus J 2009 Brand experience What Is It How Is It
Measured Does It Affect Loyalty [Online] available at
httpswwwresearchgatenetpublication228168877_Brand_experience_What_Is_It_How_I
s_It_Measured_Does_It_Affect_Loyalty [Accessed 29 April 2020]
Scholes B 2019 Patagonia An Industry Legend Since 1973 [Online] available at
httpswwwpapertrailioblogpatagoniaXfATWJP7TIU [Accessed 05 December 2019]
Segran E 2019 HampM Zara and other fashion brands are tricking shoppers with vague
sustainability claims [Online] available at httpswwwfastcompanycom90385370hm-
zara-and-other-fashion-brands-are-tricking-consumers-with-vague-sustainability-claims
[Accessed 09 December 2019]
Shaw A 2018 Digital Marketing Trends That Are Changing The Way We Market To
Consumers [Online] Available at
httpswwwforbescomsitesforbescommunicationscouncil20180829digital-marketing-
trends-that-are-changing-the-way-we-market-to-consumers5291c0b36891 [Accessed 29
April 2020]
Simsek Y 2019 Inspiring Digital Marketing Agency Vision And Mission Statements
[Online] available at httpsdigitalagencynetworkcominspiring-digital-marketing-agency-
vision-and-mission-statements [Accessed 04 December 2019]
Slaper T and Hall T 2011 The triple bottom line what is it and how does it work Indiana
business review 8(6) pp 4-8
Paola Pena Lozada Page 36
Sonsev V 2019 Patagoniarsquos Focus On Its Brand Purpose Is Great For Business [Online]
available at httpswwwforbescomsitesveronikasonsev20191127patagonias-focus-on-
its-brand-purpose-is-great-for-business2fecf5c154cb [Accessed 29 April 2020]
Square 2 Marketing 2019 The new buyer journey why the sales funnel is failing you
[Online] available at httpswwwsquare2marketingcomthe-new-buyer-journey [Accessed
29 November 2019]
Srivastava L 2005 Mobile phones and the evolution of social behaviour [Online] available
at
httpswwwresearchgatenetpublication220208396_Mobile_phones_and_the_evolution_of
_social_behavior [Accessed 29 November 2019]
TED 2009 How great leaders inspire action [Online] available at
httpswwwtedcomtalkssimon_sinek_how_great_leaders_inspire_actionup-
nextlanguage=en [Accessed 29 April 2020]
Thangavelu P 2020 The Success of Patagonias Marketing Strategy [Online] available at
httpswwwinvestopediacomarticlespersonal-finance070715success-patagonias-
marketing-strategyasp [Accessed 29 April 2020]
Think Media Consult 2018 Case Study Social Media Strategy - What Patagonia Can Teach
Us All [Online] Available at httpswwwthinkmediaconsultcomthink-media-consulting-
blogcase-study-patagonia-social-media-strategy [Accessed 29 April 2020]
Thomes J 2018 5 Marketing Strategies to Influence Consumer Purchasing Behaviour
[Online] available at httpsmediumcomjohnnoels5-marketing-strategies-to-influence-
consumer-purchasing-behavior-bb6926e00844 [Accessed 29 November 2019]
Timbrook R 2020 North Face vs Patagonia Who Makes The Best Outdoor Gear [Online]
available at httpsexpertworldtravelcomnorth-face-vs-patagonia [Accessed 29 April
2020]
Paola Pena Lozada Page 37
Torossian R 2011 For immediate release shape minds build brands and deliver results
with game-changing public relations Dallas Benbella Books Inc
Triple Pundit 2011 The Power of Why in Marketing [Online] available at
httpswwwtriplepunditcomstory2011power-why-marketing79301 [Accessed 29 April
2020]
Turletti P 2019 The Triple Bottom Line A Must for Sustainable Marketing [Online]
available at httproimarketinginstitutecomthe-triple-bottom-line [Accessed 03 December
2019]
United Nations 2019 Sustainable Development Goals [Online] available at
httpswwwunorgsustainabledevelopmentdevelopment-agenda [Accessed 05 December
2019]
United Nations 2007 Business And Climate Change Rising Public Awareness Creates
Significant Opportunity [Online] available at httpsunchronicleunorgarticlebusiness-
and-climate-change-rising-public-awareness-creates-significant-opportunity [Accessed 09
December 2019]
Verde D 2014 Social media has undermined peoples trust in brands [Online] available at
httpswwwtheguardiancomsustainable-business2014aug20social-media-has-
undermined-peoples-trust-in-brands [Accessed 29 April 2020]
Vogl E 2015 What Patagonia Learned on Its Worn Wear Mobile Repair Tour [Online]
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[Accessed 29 April 2020]
Watts J 2018 We have 12 years to limit climate change catastrophe warns UN [Online]
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not-exceed-15c-warns-landmark-un-report [Accessed 08 December 2019]
Weishaupt P 2017 The Golden Circle of Innovative and Inspiring Leaders Companies and
Organizations [Online] available at httpsmediumcomPeteWeishauptthe-golden-circle-
Paola Pena Lozada Page 38
of-innovative-and-inspiring-leaders-companies-and-organizations-8965c95bb322 [Accessed
29 April 2020]
Whiting T 2019 Sustainable Style The Truth Behind The Marketing of HampMrsquos
Conscious Collection [Online] available at
httpsmediumcomtabithawhitingsustainable-style-the-truth-behind-the-marketing-of-h-
ms-conscious-collection-805eb7432002 [Accessed 07 December 2019]
Willard H 2019 Content Marketing and Storytelling True Love Forever [Online] available
at httpsblogwaypostmarketingcomstorytelling-and-small-business-marketing-strategies-
true-love-forever [Accessed 29 April 2020]
Wolfe I 2017 How Ethical Is Patagonia [Online] available at httpsgoodonyouecohow-
ethical-is-patagonia [Accessed 02 December 2019]
Wood J 2016 Clothing retailer HampM launches lsquoWorld Recycle Weekrsquo [Online] available
at httpswwwletsrecyclecomnewslatest-newsclothing-retailer-hm-launches-world-
recycle-week [Accessed 29 April 2020]
WWF 2019 Sustainable Agriculture Cotton [Online] available at
httpswwwworldwildlifeorgindustriescotton [Accessed 07 December 2019]
Yin R 2014 Case Study Research Design and Methods Los Angeles SAGE Publications
Inc
Zhukova K 2016 How 4 Top Instagram Brands Keep Their Competitive Advantage
[Online] Available at httpstrackmavencombloghow-4-top-instagram-brands-keep-their-
competitive-advantage-2 [Accessed 29 April 2020]
Zololkis 2010 Difference between case study and survey research [Online] available at
httpma-gocojpkidswp-includesjstinymcepluginscompat3x08-2010difference-
between-case-study-and-survey-research_9688php [Accessed 29 November 2019]
Paola Pena Lozada Page 39
- How Patagonia apply Triple Bottom Line in their marketing strategy
- What_is_Customer_Journey_Mapping_amp_Why_i
-
Paola Pena Lozada Page 10
requirement for organizations to increase their marketing strategies (UN Chronicle 2007)
Additionally EPA (2017) claims that climate reports demonstrate constant increments in
levels of barometrical ozone and carbon dioxide and greenhouse gases Environmental
change is as of now influencing where individuals live how they live and how firms direct
business More recently The United Nations (2019) distributed 17 goals for sustainable
advancement that look to protect the planet end of poverty and improve lives They include a
scope of social needs such as responsible utilization and production education wellbeing
neediness sexual orientation equality social security among others Moreover Hackenberg
(2019) argues that companies that can commit to these goals have the potential to influence
customer inclinations and decrease the carbon footprint of the supply chain while achieving a
higher level on Corporate Social Responsible
Considering these environmental issues and how climate change is giving us only 12
years to limit and repair damages to the planet companies are urged to re-constructed their
products and process that are harming the planet (Watts 2018) The fashion industry is the
second most polluting industry in the world In 2011 European fashion industries went from
two collections to five per year (McFall-Johnsen 2019) However some brands offer
significantly more Zara produced 24 and HampM 12 every year (McFall-Johnsen 2019)
Batelier (2018) claims that only the US produced 15 million tonnes of textile waste in the last
20 years and between 80 and 100 billion pieces of clothes are made every year Thus the
entire planet is running out of time to save it as Kateman (2019) states that nowadays there is
an increase on ethical brands even old brands are changing the materials they used
HampM has attempted to be part of as a ldquosustainablerdquo brand to offset the impact that
apparel industry is having on the environment Segran (2019) in fact they launched a
ldquoconsciousrdquo collection in 2010 but the brand never explained to the consumers why that
collection was labelled as a conscious In their annual report of 2017 Hitti (2019) highlights
that HampM explains that the conscious collection was made with sustainable materials such as
organic cotton tencel and recycled polyester However Whiting (2019) explains that often
cotton is portrayed as eco-friendly material which is the worldrsquos most commonly used in the
production of clothes even though is a natural fabric it is not sustainable enough therefore
WWF (2019) points out that cotton needs 20000 litres of water to grow 1 Kg of cotton the
same amount needs to create a t-shirt and one pair of jean One event that creates awareness
within society and the fashion industry as stated by Donaghey (2015) was the collapsed of the
Paola Pena Lozada Page 11
garment factory Rana Plaza in Bangladesh where 1138 people died well known for poor
working conditions and unfair wages it was the housed of big brands such as Primark
Benetton and Mango
Fashion Revolution (2017) proves that since the disaster millions of people have
joined The Fashion Revolution to demand fair wages safety working conditions and more
transparency over 100000 people used a hash tag to ask brands whomademyclothes as a
response the supply chain of the fashion industry such as farmers factories and producers
use imadeyourclothes improving working conditions and more than 1300 factories have
been inspected Minimum wage in Cambodia and Bangladesh increase 77 over 70 brands
started to reduce toxic chemicals in their products (Fashion Revolution 2017)
It is clear that the fashion industry still one of the most polluting industries in the
world landfills are flooded with clothes the garment industry is getting bigger and moving
faster people buy clothes than ever before and the life cycle of each piece last less (Dunbar
2016) Hence the new era of sustainability is rising consumers around the globe are making
changes in their shopping habits they are motivated to be more ethical (CB Insights 2019)
While as yet consumers are still struggling with cost and awareness alongside their need to
better the world they are searching for organizations to step up as partners in their mission to
contribute to the environment (Nielsen 2018)
Organizations began in the so distant past to concede they have a job in the
environment In 1981 Freer Spreckley recommended that organizations ought to report on
their monetary outcomes but also the environmental impact In 1997 John Elkington
authored the expression Triple Bottom Line in his book as the three dimensions of
sustainable development such as people planet and profit forced companies to broaden their
circle of responsibility as described by Elkington (2004 cited in Miller et al 2007)On the
other hand triple bottom line is measure sustainability by the organizationrsquos activities
including environmental and human capital shareholders values and profitability as
proposed by Savitz (2006 cited in Slaper and Hall 2011) And more recently in 2018 Robert
Sroufe incorporated in his book the integration of Triple Bottom Line as an exceptional
management model that mixes every one of these ideas (Turletti 2019)
Paola Pena Lozada Page 12
On the other hand one activist company that has a clear understanding of the Triple
Bottom Line approach is Patagonia A well-known company that is 100 Fair-Trade
Certified established in 1973 by Yvon Chouinard as a rock climbing supplier that sold
Rugby shirt (Scholes 2019) His designs are simple than can be wear in any weather from
fleece jackets to quick-drying shorts made of recycled nylon polyester and organic cotton
Today Patagonia (2019) has 199 stores around the world that makes gears for skiing surfing
and climbing in addition it sells its specialty lager all while remaining the benchmark for
eco-friendly clothing brands
Patagonia is additionally focused on the human effect of its supply chain their main
goal is to raise awareness within the society to combine with the products beyond the
engagement to the environment (Daniels Ethics 2011) Keeping in mind that a lot of brands
teach shoppers about ecological and social issues Patagonia has demonstrated for quite a
long time that it can change its clients behaviour (Lowitt 2011)
Chapter 3 Research Question(s) Goals and Objectives
Purpose
How Patagonia apply triple bottom line in their marketing strategy
Research Questions
1 An analysis of how Patagonia having an ethical awareness drives brand engagement
2 An evaluation of Patagonia most appropriate social media platform (YouTube
Facebook and Instagram) from driving the sustainability
Objectives
bull The researcher aim to achieve a deep understanding of different approach Patagonia
use in their marketing strategy
bull The researcher considers Patagonia has more engagement on their Facebook page
bull Identify marketing techniques of sustainability and ethics to engagement with
audience
bull Collect data from previous case studies to enable to create clear and accurate
information
Paola Pena Lozada Page 13
Chapter 4 Research Design Methodology
This section aims to explain the methodology used to gather information a case study
that was developed by the researcher based on how Patagonia applies the triple bottom line in
their marketing strategy It analysed information based on secondary sources like Patagonias
website social media platforms and previous studies about the company books websites
and e-journals An analysis of sustainable company drives to brand engagement The case
study used a qualitative research methodology
Hollweck (2016) describes case study as a methodical tool that can utilize both
qualitative and quantitative the aim is to analyse information that can help clarify definitive
results because the investigation procedure comprises matching empirically observed
measures to hypothetically anticipated events On the other hand Yin (2014) states that case
study is one the most challenging research of all science attempts the objective is to gather
exhibit and break down information fairly by reading articles reports books among others
A case study is an in-depth technique that generally gives detailed and more
legitimate information about a person company groups or particular situation studied
Meanwhile surveys allow the researcher to collect data on numerous individuals or big
population so as to comprehend different opinions about a specific topic however can lead
to inaccurate information (Zololkis 2010) Moreover Irvine (2018) describes that interviews
are easier in the sense of the researcher can see peoplersquos reaction thus they feel more secure
to answer questions verbally than written down however interviews takes more time than
survey and cannot collect as many data as surveys
In overall case studies offer the most accurate data when compared to interviews and surveys
in contrast to qualitative research that helps to understand the reality of the studies if the
objective is to create a hypothetical framework that present veracity rather than the researcher
point of view along these lines it is conceivable to distinguish strategies that help the finding
of theory data as proposed (Ochieng 2009) On the other hand the case study is based on
inductive research according to Gabriel (2013) inductive approaches are mostly used in
qualitative research Furthermore it involves the search for pattern from perception and the
improvement of explanations theories for those patterns through the arrangement of
Paola Pena Lozada Page 14
hypotheses The aim is to generate meanings from the data collected in order to recognize
relationships to develop a theory
Chapter 5 Results (Research Findings)
1 An analysis of how Patagonia having an ethical awareness drives brand
engagement
According to Shaw (2018) for the last years marketing research has impacted of
consumer interaction with brands different researches have suggested that engaging
customer with a brand is an essential method in building stronger relationships and improving
brand performance as stated by (Khamitov et al 2019) Brand engagement contributes to
better organisational performance outcomes Patro (2013) describes those outcomes as
business development sales growth and brand referrals among others
However (Hollebeek et al 2014) suggests that this idea of brand engagement has
gotten recently less consideration While expressing that this concept is an interactive nature
have interpreted brand engagement as a consumer psychological responses emotional and
behavioural activity identified with customer and brand interactions (Schmitt et al 2009)
adds that those behaviours aroused by brand-related that are part of the brandrsquos design
communications and identity by combining consumer and brand lead to the memorable and
unique brand experience
Conversely NBRI (2020) suggests that brand engagement must be used externally
and internally building the brand from the inside organisations obtain a deeper engagement
with their employees helps the brand solidify and improve the brand for consumers In
addition Sinek (2009 cited in TEDcom) explains that the most successful brands think act
and communicate opposite to those less successful brands the key is to answer the three
questions of the golden circle Why How and What Weishaupt (2017) highlights that
inspirational organisations think from the inside to the outside by answering why and how
they do it and what it does
Therefore when a company communicate their values and beliefs rather than describe
their products they will attract more customer they will feel more connected as well
Paola Pena Lozada Page 15
increasing brand engagement Consequently some socially responsible brands are well
known for using the golden circle Willard (2018) believes that Toms shoes ldquowhyrdquo is to
provide free shoes to children in need one day without shoes campaign creates awareness on
global children education but at the same increase brand engagement as consumer were
sharing their Toms shoesrsquo experience by uploading pictures through social media (Naeini et
al 2015)
On the other hand Rhodes (2020) explains that Patagoniarsquos ldquowhyrdquo is clear they are in
business to save the planet one of the many ways they contribute is donating 1 of their
profits to the environmental protection and wilderness conservation However companies
pretending to be good in their marketing strategy and accused of green-washing are more
likely to fail as discussed by Sinek (2009) Perhaps the power of customer is stronger than
before maybe in future they would have the ability to shift the core values Triple Pundit
(2011) states that meanwhile customer cannot constrain companies to think differently they
have been motivated to fulfil customerrsquo needs hence have the ability to contribute to a better
world
Moreover one of the approaches Patagonia constantly engages with its audience
through campaigns where they not only focus on advertising its products but rather
Patagonia promote its brand by providing consumers with content and products that will
benefit their lives and interests as described by McLaughlin (2018) Yet they educate
motivate and assist people to recycle clothing and to have a more conscious lifestyle In fact
(Salesforce 2016) highlights that many companies once the customer journey is over they
stop the interaction brand-customer However Patagonia extends their customer experience
interaction by providing their customer with additional materials newsletters events social
media public engagement blogs Besides Nastu (2017) explains that Patagonia demonstrate
its sustainable supply chain activities including how they made its Fair Trade Certified
garments in the effort to impact in a positive way their factory workers as well as to educate
their customer where the materials come from
Patagonia campaign ldquoDonrsquot Wear This Jacketrdquo is the perfect example of how ethical
awareness drives brand engagement thus increases sales Thangavelu (2020) points out that
just nine months after the campaign was released Patagonia sales were up by $543 million
Additionally Dkaizer (2017) indicates that the interactive film experience devoted to
Paola Pena Lozada Page 16
protecting bears ears was watched 112852 views in two weeks the brand emphasizes their
loyalty to corporate social responsibility and their target audience Therefore brand content
generates actions that contribute to brand engagement
In addition MacKinnon (2015) explains that the Worn Wear is a campaign to extend
the life of Patagoniarsquos products and to encourage discussions about harming the planet by a
global economy that depends on consumerism Instead the brand provides customers with the
chance to have their Patagonia garments repaired or trade in order to receive credit to buy a
new or used garment Alongside Vogl (2015) explains that Patagonia constructed a
sustainable truck to travel around America and repair clothes on the way during the journey
the truck served as a storyteller in a way that customer engaged even more with the brand by
sharing their experiences Collier (2018) states that the campaign congregates up to 11075
attendants in total making it a success for the company
Nevertheless anti-consumerism marketing strategy encourage customer to think not to
buy Penhollow (2015) adds that as well helps Patagonia to build brand awareness outside
and inside its community of followers as a result the company sees double-digit annual
growth As a result of Worn Wear success campaign Patagonia created a website where
clients can buy thrifted Patagonia clothing as described by Patagonia (2020) At the same
time customer can shared their experiences on the website through the section The Stories
We Wear Baillargeon (2016) states that this offers customers the chance to share
memorable experiences and moments wearing the brandrsquos garments and how Worn Wear
has given their garments another opportunity
On the other hand Patagonia every two years has held the ldquoTools Conferencesrdquo by
throughout training an entire generation of activists Patagonia (1997) highlights that they
gather leaders to share their experiences with advocates from grassroots environmental
groups which Patagonia has associated through their donations programs Moreover
Patagonia (2017) states that the brand imparts their wisdom even on those who are not
Patagoniarsquos customer any individual can request a representative from Patagonia to talk at
events This is a piece of Patagonias strategic shows how passionate they are about what they
have believed in
Paola Pena Lozada Page 17
Moreover the brand is getting their message all around the world even for those who are
not advocated saving the planet McLaughlin (2018) affirms that the conferencersquos goal is to
motivate their audience and empower them to create ideas regarding how they can contribute
to face the environmental crisis Nevertheless Patagonia is enthusiastic about connecting
with each one of the individuals who visit their site and continually want feedback on how to
be a better brand Certainly according to Clarke (2006) Patagonia applies Triple Bottom Line
approach by keeping people planet and profit at the core of what they do This causes
customer to be part of the procedures and for instance in makes them more engaged with the
brand
Furthermore North Face is an outdoor brand that is very similar to Patagonia although
North Face share similar values regarding saving the wilderness the brand is more engaged
to drive advertising that increase annuals profit and consumer-based as explained by
Timbrook (2020) On the contrary Meltzer (2017) highlights that Patagonia is more focused
on reducing their footprint applying strict environmental guidelines on material recycling
and encouraging consumers to take actions over the planet
Patagoniarsquos owner believes that the key of their business success is that purpose is not
taken as a strategy rather is the purpose of why the brand exists Robertson (2019) explains
that in the sense of Patagonia their mission statement is clear they are in business to save the
world He stated that purpose impacts beliefs and values which then impact directly to his
employeesrsquo behaviour as well as his customers
Patagoniarsquos ant-consumerism strategy increase brand awareness as their values are
aligned with environmental and social causes and target market creating a strong relationship
between them According to (Zhao et al 2016) the more companiesrsquo values are aligned with
environmental protection the higher the consumer respond for their products making long-
term profits for the company Hence Patagonia efforts on corporate social responsibility and
ripple bottom line approach are reflected as story of the brandrsquo mission and values which are
clearly recognizable all through its business plan as a whole as discussed by Kelley (2015)
Paola Pena Lozada Page 18
2 An evaluation of Patagonia most appropriate social media platform (YouTube
Facebook and Instagram) from driving the sustainability
Over the most recent decade sustainability and social media have been playing an
increasingly significant job in the manner that organizations talk about themselves Carpenter
and Takahashi (2016) state that together social media and sustainability have opened a new
path to push companies to revaluate their role in society and how their business activities
affect the planet Thus leading to new levels of transparency higher commitment aligned
between companies people and communities as described by Cushman (2014)
According to Verde (2014) social media provides a large number of advantages
including customer trust for companies involved in sustainability they must be able to
adequately convey their efforts Thus social media can benefit sustainable organisations to
communicate effectively while increasing their brand reputation However Dossa (2020)
suggest that engaging sustainability not only includes sharing information perhaps the most
significant part is to engage and listen to their stakeholders are essentials elements for
efficient communication which makes social a great tool to transmit such interactive
dialogues
Conversely Mainwaring (2011) highlights that social media can be used as a strong
weapon against those companies that are not committed to the environment and are harming
the planet For instance people and sustainable organisation are using social media to force
businesses adopting environmental practices by changing their corporate behaviour around
the world as well as putting pressure on governments to act on the environmental changes as
described by (Ali et al 2015)
Moreover Genc (2017) suggest that organisations must then select proper channels to
communicate their efforts on environmental and social causes engaging with the right
audience through the amount of advertisements that are distributed in all social media
platforms while competing for userrsquos attention According to Chaffey (2020) there are 380
billion monthly active users on social media what makes sustainable growth stands out in a
digitalized vast world rather than just presenting reports of sustainability A company like
HampM have raised the social media fails to successfully engage with their audience on their
sustainable efforts
Paola Pena Lozada Page 19
According to Wood (2016) HampM has been applying a solid campaign on social media to
raise awareness of the environmental issues caused by the fast fashion industry using the
hashtag WorldRecycleWeek HampM urged consumers to recycle unwanted garments at their
stores Although many consumers have questioned their corporate behaviour the brand is
seen as green-washing However they used their social media to engage with the critics and
respond openly through exposure and consciousness of their sustainability efforts as stated by
Segran (2019)
On the other hand Hughes (2016) says that Tomrsquos shoes frequently use social media to
raise social issues once a year they promote the hashtag withoutshoes Tomsrsquo campaign
One Day without Shoes bring awareness about childrenrsquos health in 2015 they gave over
27000 shoes to children in need According to Erskine (2020) the challenge is to understand
how to successfully engage with their target audience on sustainable topics using appropriate
social media platforms For instance sustainable brands have been much slower to adapt in
the digitalised world however they are finding ways to drive engagement on critical issues
such as the use of social media as suggested by Osburg and Lohrmann (2017)
In the case of Patagonia Drawbridge (2018) suggests that the brand purpose and
storytelling plays a significant role in their non-conventional green marketing to build brand
loyalty with its consumers According to Engagement Labs Patagonia (2016 cited in Briggs
2016) enlists user-generated content through images videos landscapes stories to promote
and gain the most Sonsev (2019) argues that rather than advertising its garments the brand
uses campaigns to educate their audience by sharing environmental and social issues
encouraging buyers to lower their carbon footprint and create awareness of consumerism by
continuously linking back to its core values and mission
Furthermore Boniface (2019) adds that Patagonia utilizes social platforms to share data
on new developments in innovation While numerous individuals are against seeing
commercials on social media supporters of the environment and many others would be less
opposed to seeing data on ecological and social issues Thangavelu (2020) suggests that this
gives Patagonia an advantage in its capacity to market to clients without appearing to be
repressive Moreover Beer (2018) explains that Patagonia utilizes different social media
platforms such as Facebook YouTube Instagram Twitter and a Blog they are not all
Paola Pena Lozada Page 20
posting about very similar things their marketing approach is to post different information
between them Their target audience are the generation X and millennials who have
disposable income the brand cares more about quality instead of quantity and appreciate the
value in spending more money for a piece of garment that will last longer as described by
Klara (2016)
However when it comes to events they use all the platforms to advertise Influencer
Marketing Hub (2020) explains that Patagonia knows how to match ads with its target
audience on Facebook where they have 17 million followers Torossian (2011) adds that
followers can discover blogs of adventurers outdoorsman and environmentalists post related
to social and environmental groups and events pages In fact in 2016 the brand had the
highest engagement score between among sports apparel brands on Facebook as highlighted
by Briggs (2016)
Whereas on Instagram Patagonia have 44 million followers they are more focus on
posting charming photos mostly taken by their customer wearing the garments and outdoor
adventures a great strategy of connecting with Patagoniarsquos loyal audience as explained by
Berger (2016) According to Zhukova (2016) Patagonias partnership help builds a strong
engagement with their audiences such as photographer and adventures like Mikey Schaefer
and Austin Siadak One of the most engaging posts in 2016 mentioned both of them thus
Instagram post is most engaging using user handle and geo-tagger as increase engagement by
79 as indicated by Hootsuite (2020)
On the other hand Think Media Consult (2018) states that Patagoniarsquos YouTube channel
has more than 191k followers and 32 million views their videos are related to outdoor
adventures such as snowboarding skiing surfing climbing and campaign like Worn Wear
Harper (2018) highlights that Patagonia makes sure their videos tell stories rather than just
sell products the brand story is essentially told through what they focus their cameras around
on and that excitement is influenced any video or production approach The brand also post
videos explaining the process of their garment However the audience shows more
engagement on the outdoors sports videos
Moreover on Twitter the brand has 458K followers Dailey (2018) states that this is the
platform where they show more engagement directly to their social political and
Paola Pena Lozada Page 21
environmental views Their strategy is to also retweet from accounts such as Natural
Resources Defence Council Ceres News and the Environmental Defence Fund According to
Gelles (2018) President Trump announced in 2017 the size reduction of two national
monuments Bears Ears and Grand Staircase Escalante National Monuments Patagonia has
been actively involved in the preservation of Bears Ears since 2012 of the preservation
As a result Gelles (2018) adds that Patagonia took twitter to show their disagreement
ldquoThe President Stole Your Landrdquo and filed a lawsuit against the Ryan Zinke the secretary of
agriculture the chief of the Forest Service and the director of the Bureau of Land
Management Furthermore a study was taken by (Adamovic et al 2016) between November
20 2015 and January 20 2016 using analysis websites SocialMention and IceRocket they
found that Patagonia is more active on Twitter and generated more engagement with their
followers they were mentioned more than 240K tweets per day on average the majority of
the tweets were positive Yet the brand even receives more likes and retweets than its main
competitor The North Face this shows the brand strong engagement and loyal fan base as
described by (Adamovic et al 2016)
In overall Patagonia social media engagement was 31 posts on Facebook 210 tweets on
Twitter 58 photos on Instagram and 56 videos on YouTube McLaughlin (2018) highlights
that the brand maintains their support to environmental and social causes keeping a
consistent voice that reinforces their mission statement and values they promise to keep
doing responsible practices regarding sustainable procedures and recycled materials
Chapter 6 Conclusions and Further Work
Based on the findings of this case study the following conclusions are drawn
Given the finding results the researcher retain that sustainable can engage with
customers and have a higher brand engagement than non-sustainable brands In fact the triple
bottom line can help and support the implementation of sustainable business practices which
are fundamental to put into operation the principles of corporate social responsibility
Patagonias essential non-traditional campaigns set the difference to how other retail
brands should embrace environmental responsibility what makes Patagonia a pioneer in the
Paola Pena Lozada Page 22
business Although Patagonias anti-consumerism practices perform the opposite of what
traditional marketing strategies outlining its fruitful methodology of putting the planet before
company profit Furthermore by integrating political and anti-consumerism promotion in its
advertising strategies over social media and website Patagonia provokes controversy while at
the same time engage with their audience and urge them to take action for environmental and
social issues
Patagonia builds ethical awareness through marketing strategies by interfacing its
connecting its buyers to its brand Its mission is strongly recognizable through its business
model as a whole making it clear the reason they are in business is to save the planet Their
values are aligning with their corporate social responsibility creating a solid relationship
between Patagonia and their audience As indicated in the findings the more an organization
esteems and follows up on environmental and social protection efforts the higher their
consumer support As a result Patagonia is the leader in outdoor clothing by putting the
planet over profit wandering endlessly from anti-consumerism and exemplary lucrative
standards
Patagonia uses green marketing and social media platforms to build and maintain
brand loyalty among their audience Their strategy on social media platforms are not just to
sell their products they are promoting a lifestyle by telling stories through their audiencersquos
pictures and videos as well transparently storytelling of their supply chain practices and
investments for environmental activist organizations
According to the findings Patagonia most suitable social media platform to drive
sustainability is not clear as the brand use each platform to create ethical awareness
However Patagonia shows more engagement on their Twitter account directly to their
social political and environmental causes They engage with other environmental
organizations by retweeting them they have been mentioned thousands of time a day by
other accounts and even showing disagreement to faced environmental problems with the
American government
Further work
The restrictions of the case study open opportunities for new examinations in the
field As the researcher claims that both questions needs to be subject to further research it
Paola Pena Lozada Page 23
will be consider doing interviews to have a primary source such as interviewing members of
Patagonia staff and other sustainable organizations to have second opinions Future research
could apply triple bottom line on their business model In addition the researcher
recommends that future studies could utilize distinctive research techniques to investigate the
full degree of sustainable business
Chapter 7 Critical Self-Review
The researcher was confronted with a couple of limitations that affected this
examination Firstly the research was restricted to utilizing strictly online resources so as to
assemble fundamental and applicable data for the study This could create error of data or
bias that could be possibly useful to the study Secondly talking with Patagonia workers or
visiting the Patagonia shop in Dublin would have been a useful strategy to answer the second
question as the information is not clear on website searches Thirdly the researcher had
study Patagonia in previous semester this could generate an inclination on the side of
Patagonia beliefs and practices As well the researcher has a tendency of supporting
sustainable business this could be taken as a bias that acts as a restriction of the study
Finally the study was essentially assembled using qualitative research implying that the
researcher depended for the most part on online research base on Patagonia and other
sustainable brands This restricted the capacity to give measurable proof to help the
researches findings
Paola Pena Lozada Page 24
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Weishaupt P 2017 The Golden Circle of Innovative and Inspiring Leaders Companies and
Organizations [Online] available at httpsmediumcomPeteWeishauptthe-golden-circle-
Paola Pena Lozada Page 38
of-innovative-and-inspiring-leaders-companies-and-organizations-8965c95bb322 [Accessed
29 April 2020]
Whiting T 2019 Sustainable Style The Truth Behind The Marketing of HampMrsquos
Conscious Collection [Online] available at
httpsmediumcomtabithawhitingsustainable-style-the-truth-behind-the-marketing-of-h-
ms-conscious-collection-805eb7432002 [Accessed 07 December 2019]
Willard H 2019 Content Marketing and Storytelling True Love Forever [Online] available
at httpsblogwaypostmarketingcomstorytelling-and-small-business-marketing-strategies-
true-love-forever [Accessed 29 April 2020]
Wolfe I 2017 How Ethical Is Patagonia [Online] available at httpsgoodonyouecohow-
ethical-is-patagonia [Accessed 02 December 2019]
Wood J 2016 Clothing retailer HampM launches lsquoWorld Recycle Weekrsquo [Online] available
at httpswwwletsrecyclecomnewslatest-newsclothing-retailer-hm-launches-world-
recycle-week [Accessed 29 April 2020]
WWF 2019 Sustainable Agriculture Cotton [Online] available at
httpswwwworldwildlifeorgindustriescotton [Accessed 07 December 2019]
Yin R 2014 Case Study Research Design and Methods Los Angeles SAGE Publications
Inc
Zhukova K 2016 How 4 Top Instagram Brands Keep Their Competitive Advantage
[Online] Available at httpstrackmavencombloghow-4-top-instagram-brands-keep-their-
competitive-advantage-2 [Accessed 29 April 2020]
Zololkis 2010 Difference between case study and survey research [Online] available at
httpma-gocojpkidswp-includesjstinymcepluginscompat3x08-2010difference-
between-case-study-and-survey-research_9688php [Accessed 29 November 2019]
Paola Pena Lozada Page 39
- How Patagonia apply Triple Bottom Line in their marketing strategy
- What_is_Customer_Journey_Mapping_amp_Why_i
-
Paola Pena Lozada Page 11
garment factory Rana Plaza in Bangladesh where 1138 people died well known for poor
working conditions and unfair wages it was the housed of big brands such as Primark
Benetton and Mango
Fashion Revolution (2017) proves that since the disaster millions of people have
joined The Fashion Revolution to demand fair wages safety working conditions and more
transparency over 100000 people used a hash tag to ask brands whomademyclothes as a
response the supply chain of the fashion industry such as farmers factories and producers
use imadeyourclothes improving working conditions and more than 1300 factories have
been inspected Minimum wage in Cambodia and Bangladesh increase 77 over 70 brands
started to reduce toxic chemicals in their products (Fashion Revolution 2017)
It is clear that the fashion industry still one of the most polluting industries in the
world landfills are flooded with clothes the garment industry is getting bigger and moving
faster people buy clothes than ever before and the life cycle of each piece last less (Dunbar
2016) Hence the new era of sustainability is rising consumers around the globe are making
changes in their shopping habits they are motivated to be more ethical (CB Insights 2019)
While as yet consumers are still struggling with cost and awareness alongside their need to
better the world they are searching for organizations to step up as partners in their mission to
contribute to the environment (Nielsen 2018)
Organizations began in the so distant past to concede they have a job in the
environment In 1981 Freer Spreckley recommended that organizations ought to report on
their monetary outcomes but also the environmental impact In 1997 John Elkington
authored the expression Triple Bottom Line in his book as the three dimensions of
sustainable development such as people planet and profit forced companies to broaden their
circle of responsibility as described by Elkington (2004 cited in Miller et al 2007)On the
other hand triple bottom line is measure sustainability by the organizationrsquos activities
including environmental and human capital shareholders values and profitability as
proposed by Savitz (2006 cited in Slaper and Hall 2011) And more recently in 2018 Robert
Sroufe incorporated in his book the integration of Triple Bottom Line as an exceptional
management model that mixes every one of these ideas (Turletti 2019)
Paola Pena Lozada Page 12
On the other hand one activist company that has a clear understanding of the Triple
Bottom Line approach is Patagonia A well-known company that is 100 Fair-Trade
Certified established in 1973 by Yvon Chouinard as a rock climbing supplier that sold
Rugby shirt (Scholes 2019) His designs are simple than can be wear in any weather from
fleece jackets to quick-drying shorts made of recycled nylon polyester and organic cotton
Today Patagonia (2019) has 199 stores around the world that makes gears for skiing surfing
and climbing in addition it sells its specialty lager all while remaining the benchmark for
eco-friendly clothing brands
Patagonia is additionally focused on the human effect of its supply chain their main
goal is to raise awareness within the society to combine with the products beyond the
engagement to the environment (Daniels Ethics 2011) Keeping in mind that a lot of brands
teach shoppers about ecological and social issues Patagonia has demonstrated for quite a
long time that it can change its clients behaviour (Lowitt 2011)
Chapter 3 Research Question(s) Goals and Objectives
Purpose
How Patagonia apply triple bottom line in their marketing strategy
Research Questions
1 An analysis of how Patagonia having an ethical awareness drives brand engagement
2 An evaluation of Patagonia most appropriate social media platform (YouTube
Facebook and Instagram) from driving the sustainability
Objectives
bull The researcher aim to achieve a deep understanding of different approach Patagonia
use in their marketing strategy
bull The researcher considers Patagonia has more engagement on their Facebook page
bull Identify marketing techniques of sustainability and ethics to engagement with
audience
bull Collect data from previous case studies to enable to create clear and accurate
information
Paola Pena Lozada Page 13
Chapter 4 Research Design Methodology
This section aims to explain the methodology used to gather information a case study
that was developed by the researcher based on how Patagonia applies the triple bottom line in
their marketing strategy It analysed information based on secondary sources like Patagonias
website social media platforms and previous studies about the company books websites
and e-journals An analysis of sustainable company drives to brand engagement The case
study used a qualitative research methodology
Hollweck (2016) describes case study as a methodical tool that can utilize both
qualitative and quantitative the aim is to analyse information that can help clarify definitive
results because the investigation procedure comprises matching empirically observed
measures to hypothetically anticipated events On the other hand Yin (2014) states that case
study is one the most challenging research of all science attempts the objective is to gather
exhibit and break down information fairly by reading articles reports books among others
A case study is an in-depth technique that generally gives detailed and more
legitimate information about a person company groups or particular situation studied
Meanwhile surveys allow the researcher to collect data on numerous individuals or big
population so as to comprehend different opinions about a specific topic however can lead
to inaccurate information (Zololkis 2010) Moreover Irvine (2018) describes that interviews
are easier in the sense of the researcher can see peoplersquos reaction thus they feel more secure
to answer questions verbally than written down however interviews takes more time than
survey and cannot collect as many data as surveys
In overall case studies offer the most accurate data when compared to interviews and surveys
in contrast to qualitative research that helps to understand the reality of the studies if the
objective is to create a hypothetical framework that present veracity rather than the researcher
point of view along these lines it is conceivable to distinguish strategies that help the finding
of theory data as proposed (Ochieng 2009) On the other hand the case study is based on
inductive research according to Gabriel (2013) inductive approaches are mostly used in
qualitative research Furthermore it involves the search for pattern from perception and the
improvement of explanations theories for those patterns through the arrangement of
Paola Pena Lozada Page 14
hypotheses The aim is to generate meanings from the data collected in order to recognize
relationships to develop a theory
Chapter 5 Results (Research Findings)
1 An analysis of how Patagonia having an ethical awareness drives brand
engagement
According to Shaw (2018) for the last years marketing research has impacted of
consumer interaction with brands different researches have suggested that engaging
customer with a brand is an essential method in building stronger relationships and improving
brand performance as stated by (Khamitov et al 2019) Brand engagement contributes to
better organisational performance outcomes Patro (2013) describes those outcomes as
business development sales growth and brand referrals among others
However (Hollebeek et al 2014) suggests that this idea of brand engagement has
gotten recently less consideration While expressing that this concept is an interactive nature
have interpreted brand engagement as a consumer psychological responses emotional and
behavioural activity identified with customer and brand interactions (Schmitt et al 2009)
adds that those behaviours aroused by brand-related that are part of the brandrsquos design
communications and identity by combining consumer and brand lead to the memorable and
unique brand experience
Conversely NBRI (2020) suggests that brand engagement must be used externally
and internally building the brand from the inside organisations obtain a deeper engagement
with their employees helps the brand solidify and improve the brand for consumers In
addition Sinek (2009 cited in TEDcom) explains that the most successful brands think act
and communicate opposite to those less successful brands the key is to answer the three
questions of the golden circle Why How and What Weishaupt (2017) highlights that
inspirational organisations think from the inside to the outside by answering why and how
they do it and what it does
Therefore when a company communicate their values and beliefs rather than describe
their products they will attract more customer they will feel more connected as well
Paola Pena Lozada Page 15
increasing brand engagement Consequently some socially responsible brands are well
known for using the golden circle Willard (2018) believes that Toms shoes ldquowhyrdquo is to
provide free shoes to children in need one day without shoes campaign creates awareness on
global children education but at the same increase brand engagement as consumer were
sharing their Toms shoesrsquo experience by uploading pictures through social media (Naeini et
al 2015)
On the other hand Rhodes (2020) explains that Patagoniarsquos ldquowhyrdquo is clear they are in
business to save the planet one of the many ways they contribute is donating 1 of their
profits to the environmental protection and wilderness conservation However companies
pretending to be good in their marketing strategy and accused of green-washing are more
likely to fail as discussed by Sinek (2009) Perhaps the power of customer is stronger than
before maybe in future they would have the ability to shift the core values Triple Pundit
(2011) states that meanwhile customer cannot constrain companies to think differently they
have been motivated to fulfil customerrsquo needs hence have the ability to contribute to a better
world
Moreover one of the approaches Patagonia constantly engages with its audience
through campaigns where they not only focus on advertising its products but rather
Patagonia promote its brand by providing consumers with content and products that will
benefit their lives and interests as described by McLaughlin (2018) Yet they educate
motivate and assist people to recycle clothing and to have a more conscious lifestyle In fact
(Salesforce 2016) highlights that many companies once the customer journey is over they
stop the interaction brand-customer However Patagonia extends their customer experience
interaction by providing their customer with additional materials newsletters events social
media public engagement blogs Besides Nastu (2017) explains that Patagonia demonstrate
its sustainable supply chain activities including how they made its Fair Trade Certified
garments in the effort to impact in a positive way their factory workers as well as to educate
their customer where the materials come from
Patagonia campaign ldquoDonrsquot Wear This Jacketrdquo is the perfect example of how ethical
awareness drives brand engagement thus increases sales Thangavelu (2020) points out that
just nine months after the campaign was released Patagonia sales were up by $543 million
Additionally Dkaizer (2017) indicates that the interactive film experience devoted to
Paola Pena Lozada Page 16
protecting bears ears was watched 112852 views in two weeks the brand emphasizes their
loyalty to corporate social responsibility and their target audience Therefore brand content
generates actions that contribute to brand engagement
In addition MacKinnon (2015) explains that the Worn Wear is a campaign to extend
the life of Patagoniarsquos products and to encourage discussions about harming the planet by a
global economy that depends on consumerism Instead the brand provides customers with the
chance to have their Patagonia garments repaired or trade in order to receive credit to buy a
new or used garment Alongside Vogl (2015) explains that Patagonia constructed a
sustainable truck to travel around America and repair clothes on the way during the journey
the truck served as a storyteller in a way that customer engaged even more with the brand by
sharing their experiences Collier (2018) states that the campaign congregates up to 11075
attendants in total making it a success for the company
Nevertheless anti-consumerism marketing strategy encourage customer to think not to
buy Penhollow (2015) adds that as well helps Patagonia to build brand awareness outside
and inside its community of followers as a result the company sees double-digit annual
growth As a result of Worn Wear success campaign Patagonia created a website where
clients can buy thrifted Patagonia clothing as described by Patagonia (2020) At the same
time customer can shared their experiences on the website through the section The Stories
We Wear Baillargeon (2016) states that this offers customers the chance to share
memorable experiences and moments wearing the brandrsquos garments and how Worn Wear
has given their garments another opportunity
On the other hand Patagonia every two years has held the ldquoTools Conferencesrdquo by
throughout training an entire generation of activists Patagonia (1997) highlights that they
gather leaders to share their experiences with advocates from grassroots environmental
groups which Patagonia has associated through their donations programs Moreover
Patagonia (2017) states that the brand imparts their wisdom even on those who are not
Patagoniarsquos customer any individual can request a representative from Patagonia to talk at
events This is a piece of Patagonias strategic shows how passionate they are about what they
have believed in
Paola Pena Lozada Page 17
Moreover the brand is getting their message all around the world even for those who are
not advocated saving the planet McLaughlin (2018) affirms that the conferencersquos goal is to
motivate their audience and empower them to create ideas regarding how they can contribute
to face the environmental crisis Nevertheless Patagonia is enthusiastic about connecting
with each one of the individuals who visit their site and continually want feedback on how to
be a better brand Certainly according to Clarke (2006) Patagonia applies Triple Bottom Line
approach by keeping people planet and profit at the core of what they do This causes
customer to be part of the procedures and for instance in makes them more engaged with the
brand
Furthermore North Face is an outdoor brand that is very similar to Patagonia although
North Face share similar values regarding saving the wilderness the brand is more engaged
to drive advertising that increase annuals profit and consumer-based as explained by
Timbrook (2020) On the contrary Meltzer (2017) highlights that Patagonia is more focused
on reducing their footprint applying strict environmental guidelines on material recycling
and encouraging consumers to take actions over the planet
Patagoniarsquos owner believes that the key of their business success is that purpose is not
taken as a strategy rather is the purpose of why the brand exists Robertson (2019) explains
that in the sense of Patagonia their mission statement is clear they are in business to save the
world He stated that purpose impacts beliefs and values which then impact directly to his
employeesrsquo behaviour as well as his customers
Patagoniarsquos ant-consumerism strategy increase brand awareness as their values are
aligned with environmental and social causes and target market creating a strong relationship
between them According to (Zhao et al 2016) the more companiesrsquo values are aligned with
environmental protection the higher the consumer respond for their products making long-
term profits for the company Hence Patagonia efforts on corporate social responsibility and
ripple bottom line approach are reflected as story of the brandrsquo mission and values which are
clearly recognizable all through its business plan as a whole as discussed by Kelley (2015)
Paola Pena Lozada Page 18
2 An evaluation of Patagonia most appropriate social media platform (YouTube
Facebook and Instagram) from driving the sustainability
Over the most recent decade sustainability and social media have been playing an
increasingly significant job in the manner that organizations talk about themselves Carpenter
and Takahashi (2016) state that together social media and sustainability have opened a new
path to push companies to revaluate their role in society and how their business activities
affect the planet Thus leading to new levels of transparency higher commitment aligned
between companies people and communities as described by Cushman (2014)
According to Verde (2014) social media provides a large number of advantages
including customer trust for companies involved in sustainability they must be able to
adequately convey their efforts Thus social media can benefit sustainable organisations to
communicate effectively while increasing their brand reputation However Dossa (2020)
suggest that engaging sustainability not only includes sharing information perhaps the most
significant part is to engage and listen to their stakeholders are essentials elements for
efficient communication which makes social a great tool to transmit such interactive
dialogues
Conversely Mainwaring (2011) highlights that social media can be used as a strong
weapon against those companies that are not committed to the environment and are harming
the planet For instance people and sustainable organisation are using social media to force
businesses adopting environmental practices by changing their corporate behaviour around
the world as well as putting pressure on governments to act on the environmental changes as
described by (Ali et al 2015)
Moreover Genc (2017) suggest that organisations must then select proper channels to
communicate their efforts on environmental and social causes engaging with the right
audience through the amount of advertisements that are distributed in all social media
platforms while competing for userrsquos attention According to Chaffey (2020) there are 380
billion monthly active users on social media what makes sustainable growth stands out in a
digitalized vast world rather than just presenting reports of sustainability A company like
HampM have raised the social media fails to successfully engage with their audience on their
sustainable efforts
Paola Pena Lozada Page 19
According to Wood (2016) HampM has been applying a solid campaign on social media to
raise awareness of the environmental issues caused by the fast fashion industry using the
hashtag WorldRecycleWeek HampM urged consumers to recycle unwanted garments at their
stores Although many consumers have questioned their corporate behaviour the brand is
seen as green-washing However they used their social media to engage with the critics and
respond openly through exposure and consciousness of their sustainability efforts as stated by
Segran (2019)
On the other hand Hughes (2016) says that Tomrsquos shoes frequently use social media to
raise social issues once a year they promote the hashtag withoutshoes Tomsrsquo campaign
One Day without Shoes bring awareness about childrenrsquos health in 2015 they gave over
27000 shoes to children in need According to Erskine (2020) the challenge is to understand
how to successfully engage with their target audience on sustainable topics using appropriate
social media platforms For instance sustainable brands have been much slower to adapt in
the digitalised world however they are finding ways to drive engagement on critical issues
such as the use of social media as suggested by Osburg and Lohrmann (2017)
In the case of Patagonia Drawbridge (2018) suggests that the brand purpose and
storytelling plays a significant role in their non-conventional green marketing to build brand
loyalty with its consumers According to Engagement Labs Patagonia (2016 cited in Briggs
2016) enlists user-generated content through images videos landscapes stories to promote
and gain the most Sonsev (2019) argues that rather than advertising its garments the brand
uses campaigns to educate their audience by sharing environmental and social issues
encouraging buyers to lower their carbon footprint and create awareness of consumerism by
continuously linking back to its core values and mission
Furthermore Boniface (2019) adds that Patagonia utilizes social platforms to share data
on new developments in innovation While numerous individuals are against seeing
commercials on social media supporters of the environment and many others would be less
opposed to seeing data on ecological and social issues Thangavelu (2020) suggests that this
gives Patagonia an advantage in its capacity to market to clients without appearing to be
repressive Moreover Beer (2018) explains that Patagonia utilizes different social media
platforms such as Facebook YouTube Instagram Twitter and a Blog they are not all
Paola Pena Lozada Page 20
posting about very similar things their marketing approach is to post different information
between them Their target audience are the generation X and millennials who have
disposable income the brand cares more about quality instead of quantity and appreciate the
value in spending more money for a piece of garment that will last longer as described by
Klara (2016)
However when it comes to events they use all the platforms to advertise Influencer
Marketing Hub (2020) explains that Patagonia knows how to match ads with its target
audience on Facebook where they have 17 million followers Torossian (2011) adds that
followers can discover blogs of adventurers outdoorsman and environmentalists post related
to social and environmental groups and events pages In fact in 2016 the brand had the
highest engagement score between among sports apparel brands on Facebook as highlighted
by Briggs (2016)
Whereas on Instagram Patagonia have 44 million followers they are more focus on
posting charming photos mostly taken by their customer wearing the garments and outdoor
adventures a great strategy of connecting with Patagoniarsquos loyal audience as explained by
Berger (2016) According to Zhukova (2016) Patagonias partnership help builds a strong
engagement with their audiences such as photographer and adventures like Mikey Schaefer
and Austin Siadak One of the most engaging posts in 2016 mentioned both of them thus
Instagram post is most engaging using user handle and geo-tagger as increase engagement by
79 as indicated by Hootsuite (2020)
On the other hand Think Media Consult (2018) states that Patagoniarsquos YouTube channel
has more than 191k followers and 32 million views their videos are related to outdoor
adventures such as snowboarding skiing surfing climbing and campaign like Worn Wear
Harper (2018) highlights that Patagonia makes sure their videos tell stories rather than just
sell products the brand story is essentially told through what they focus their cameras around
on and that excitement is influenced any video or production approach The brand also post
videos explaining the process of their garment However the audience shows more
engagement on the outdoors sports videos
Moreover on Twitter the brand has 458K followers Dailey (2018) states that this is the
platform where they show more engagement directly to their social political and
Paola Pena Lozada Page 21
environmental views Their strategy is to also retweet from accounts such as Natural
Resources Defence Council Ceres News and the Environmental Defence Fund According to
Gelles (2018) President Trump announced in 2017 the size reduction of two national
monuments Bears Ears and Grand Staircase Escalante National Monuments Patagonia has
been actively involved in the preservation of Bears Ears since 2012 of the preservation
As a result Gelles (2018) adds that Patagonia took twitter to show their disagreement
ldquoThe President Stole Your Landrdquo and filed a lawsuit against the Ryan Zinke the secretary of
agriculture the chief of the Forest Service and the director of the Bureau of Land
Management Furthermore a study was taken by (Adamovic et al 2016) between November
20 2015 and January 20 2016 using analysis websites SocialMention and IceRocket they
found that Patagonia is more active on Twitter and generated more engagement with their
followers they were mentioned more than 240K tweets per day on average the majority of
the tweets were positive Yet the brand even receives more likes and retweets than its main
competitor The North Face this shows the brand strong engagement and loyal fan base as
described by (Adamovic et al 2016)
In overall Patagonia social media engagement was 31 posts on Facebook 210 tweets on
Twitter 58 photos on Instagram and 56 videos on YouTube McLaughlin (2018) highlights
that the brand maintains their support to environmental and social causes keeping a
consistent voice that reinforces their mission statement and values they promise to keep
doing responsible practices regarding sustainable procedures and recycled materials
Chapter 6 Conclusions and Further Work
Based on the findings of this case study the following conclusions are drawn
Given the finding results the researcher retain that sustainable can engage with
customers and have a higher brand engagement than non-sustainable brands In fact the triple
bottom line can help and support the implementation of sustainable business practices which
are fundamental to put into operation the principles of corporate social responsibility
Patagonias essential non-traditional campaigns set the difference to how other retail
brands should embrace environmental responsibility what makes Patagonia a pioneer in the
Paola Pena Lozada Page 22
business Although Patagonias anti-consumerism practices perform the opposite of what
traditional marketing strategies outlining its fruitful methodology of putting the planet before
company profit Furthermore by integrating political and anti-consumerism promotion in its
advertising strategies over social media and website Patagonia provokes controversy while at
the same time engage with their audience and urge them to take action for environmental and
social issues
Patagonia builds ethical awareness through marketing strategies by interfacing its
connecting its buyers to its brand Its mission is strongly recognizable through its business
model as a whole making it clear the reason they are in business is to save the planet Their
values are aligning with their corporate social responsibility creating a solid relationship
between Patagonia and their audience As indicated in the findings the more an organization
esteems and follows up on environmental and social protection efforts the higher their
consumer support As a result Patagonia is the leader in outdoor clothing by putting the
planet over profit wandering endlessly from anti-consumerism and exemplary lucrative
standards
Patagonia uses green marketing and social media platforms to build and maintain
brand loyalty among their audience Their strategy on social media platforms are not just to
sell their products they are promoting a lifestyle by telling stories through their audiencersquos
pictures and videos as well transparently storytelling of their supply chain practices and
investments for environmental activist organizations
According to the findings Patagonia most suitable social media platform to drive
sustainability is not clear as the brand use each platform to create ethical awareness
However Patagonia shows more engagement on their Twitter account directly to their
social political and environmental causes They engage with other environmental
organizations by retweeting them they have been mentioned thousands of time a day by
other accounts and even showing disagreement to faced environmental problems with the
American government
Further work
The restrictions of the case study open opportunities for new examinations in the
field As the researcher claims that both questions needs to be subject to further research it
Paola Pena Lozada Page 23
will be consider doing interviews to have a primary source such as interviewing members of
Patagonia staff and other sustainable organizations to have second opinions Future research
could apply triple bottom line on their business model In addition the researcher
recommends that future studies could utilize distinctive research techniques to investigate the
full degree of sustainable business
Chapter 7 Critical Self-Review
The researcher was confronted with a couple of limitations that affected this
examination Firstly the research was restricted to utilizing strictly online resources so as to
assemble fundamental and applicable data for the study This could create error of data or
bias that could be possibly useful to the study Secondly talking with Patagonia workers or
visiting the Patagonia shop in Dublin would have been a useful strategy to answer the second
question as the information is not clear on website searches Thirdly the researcher had
study Patagonia in previous semester this could generate an inclination on the side of
Patagonia beliefs and practices As well the researcher has a tendency of supporting
sustainable business this could be taken as a bias that acts as a restriction of the study
Finally the study was essentially assembled using qualitative research implying that the
researcher depended for the most part on online research base on Patagonia and other
sustainable brands This restricted the capacity to give measurable proof to help the
researches findings
Paola Pena Lozada Page 24
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Paola Pena Lozada Page 31
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Paola Pena Lozada Page 32
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Paola Pena Lozada Page 34
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Paola Pena Lozada Page 35
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April 2020]
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Paola Pena Lozada Page 36
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httpswwwresearchgatenetpublication220208396_Mobile_phones_and_the_evolution_of
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Paola Pena Lozada Page 37
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Zhukova K 2016 How 4 Top Instagram Brands Keep Their Competitive Advantage
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Paola Pena Lozada Page 39
- How Patagonia apply Triple Bottom Line in their marketing strategy
- What_is_Customer_Journey_Mapping_amp_Why_i
-
Paola Pena Lozada Page 12
On the other hand one activist company that has a clear understanding of the Triple
Bottom Line approach is Patagonia A well-known company that is 100 Fair-Trade
Certified established in 1973 by Yvon Chouinard as a rock climbing supplier that sold
Rugby shirt (Scholes 2019) His designs are simple than can be wear in any weather from
fleece jackets to quick-drying shorts made of recycled nylon polyester and organic cotton
Today Patagonia (2019) has 199 stores around the world that makes gears for skiing surfing
and climbing in addition it sells its specialty lager all while remaining the benchmark for
eco-friendly clothing brands
Patagonia is additionally focused on the human effect of its supply chain their main
goal is to raise awareness within the society to combine with the products beyond the
engagement to the environment (Daniels Ethics 2011) Keeping in mind that a lot of brands
teach shoppers about ecological and social issues Patagonia has demonstrated for quite a
long time that it can change its clients behaviour (Lowitt 2011)
Chapter 3 Research Question(s) Goals and Objectives
Purpose
How Patagonia apply triple bottom line in their marketing strategy
Research Questions
1 An analysis of how Patagonia having an ethical awareness drives brand engagement
2 An evaluation of Patagonia most appropriate social media platform (YouTube
Facebook and Instagram) from driving the sustainability
Objectives
bull The researcher aim to achieve a deep understanding of different approach Patagonia
use in their marketing strategy
bull The researcher considers Patagonia has more engagement on their Facebook page
bull Identify marketing techniques of sustainability and ethics to engagement with
audience
bull Collect data from previous case studies to enable to create clear and accurate
information
Paola Pena Lozada Page 13
Chapter 4 Research Design Methodology
This section aims to explain the methodology used to gather information a case study
that was developed by the researcher based on how Patagonia applies the triple bottom line in
their marketing strategy It analysed information based on secondary sources like Patagonias
website social media platforms and previous studies about the company books websites
and e-journals An analysis of sustainable company drives to brand engagement The case
study used a qualitative research methodology
Hollweck (2016) describes case study as a methodical tool that can utilize both
qualitative and quantitative the aim is to analyse information that can help clarify definitive
results because the investigation procedure comprises matching empirically observed
measures to hypothetically anticipated events On the other hand Yin (2014) states that case
study is one the most challenging research of all science attempts the objective is to gather
exhibit and break down information fairly by reading articles reports books among others
A case study is an in-depth technique that generally gives detailed and more
legitimate information about a person company groups or particular situation studied
Meanwhile surveys allow the researcher to collect data on numerous individuals or big
population so as to comprehend different opinions about a specific topic however can lead
to inaccurate information (Zololkis 2010) Moreover Irvine (2018) describes that interviews
are easier in the sense of the researcher can see peoplersquos reaction thus they feel more secure
to answer questions verbally than written down however interviews takes more time than
survey and cannot collect as many data as surveys
In overall case studies offer the most accurate data when compared to interviews and surveys
in contrast to qualitative research that helps to understand the reality of the studies if the
objective is to create a hypothetical framework that present veracity rather than the researcher
point of view along these lines it is conceivable to distinguish strategies that help the finding
of theory data as proposed (Ochieng 2009) On the other hand the case study is based on
inductive research according to Gabriel (2013) inductive approaches are mostly used in
qualitative research Furthermore it involves the search for pattern from perception and the
improvement of explanations theories for those patterns through the arrangement of
Paola Pena Lozada Page 14
hypotheses The aim is to generate meanings from the data collected in order to recognize
relationships to develop a theory
Chapter 5 Results (Research Findings)
1 An analysis of how Patagonia having an ethical awareness drives brand
engagement
According to Shaw (2018) for the last years marketing research has impacted of
consumer interaction with brands different researches have suggested that engaging
customer with a brand is an essential method in building stronger relationships and improving
brand performance as stated by (Khamitov et al 2019) Brand engagement contributes to
better organisational performance outcomes Patro (2013) describes those outcomes as
business development sales growth and brand referrals among others
However (Hollebeek et al 2014) suggests that this idea of brand engagement has
gotten recently less consideration While expressing that this concept is an interactive nature
have interpreted brand engagement as a consumer psychological responses emotional and
behavioural activity identified with customer and brand interactions (Schmitt et al 2009)
adds that those behaviours aroused by brand-related that are part of the brandrsquos design
communications and identity by combining consumer and brand lead to the memorable and
unique brand experience
Conversely NBRI (2020) suggests that brand engagement must be used externally
and internally building the brand from the inside organisations obtain a deeper engagement
with their employees helps the brand solidify and improve the brand for consumers In
addition Sinek (2009 cited in TEDcom) explains that the most successful brands think act
and communicate opposite to those less successful brands the key is to answer the three
questions of the golden circle Why How and What Weishaupt (2017) highlights that
inspirational organisations think from the inside to the outside by answering why and how
they do it and what it does
Therefore when a company communicate their values and beliefs rather than describe
their products they will attract more customer they will feel more connected as well
Paola Pena Lozada Page 15
increasing brand engagement Consequently some socially responsible brands are well
known for using the golden circle Willard (2018) believes that Toms shoes ldquowhyrdquo is to
provide free shoes to children in need one day without shoes campaign creates awareness on
global children education but at the same increase brand engagement as consumer were
sharing their Toms shoesrsquo experience by uploading pictures through social media (Naeini et
al 2015)
On the other hand Rhodes (2020) explains that Patagoniarsquos ldquowhyrdquo is clear they are in
business to save the planet one of the many ways they contribute is donating 1 of their
profits to the environmental protection and wilderness conservation However companies
pretending to be good in their marketing strategy and accused of green-washing are more
likely to fail as discussed by Sinek (2009) Perhaps the power of customer is stronger than
before maybe in future they would have the ability to shift the core values Triple Pundit
(2011) states that meanwhile customer cannot constrain companies to think differently they
have been motivated to fulfil customerrsquo needs hence have the ability to contribute to a better
world
Moreover one of the approaches Patagonia constantly engages with its audience
through campaigns where they not only focus on advertising its products but rather
Patagonia promote its brand by providing consumers with content and products that will
benefit their lives and interests as described by McLaughlin (2018) Yet they educate
motivate and assist people to recycle clothing and to have a more conscious lifestyle In fact
(Salesforce 2016) highlights that many companies once the customer journey is over they
stop the interaction brand-customer However Patagonia extends their customer experience
interaction by providing their customer with additional materials newsletters events social
media public engagement blogs Besides Nastu (2017) explains that Patagonia demonstrate
its sustainable supply chain activities including how they made its Fair Trade Certified
garments in the effort to impact in a positive way their factory workers as well as to educate
their customer where the materials come from
Patagonia campaign ldquoDonrsquot Wear This Jacketrdquo is the perfect example of how ethical
awareness drives brand engagement thus increases sales Thangavelu (2020) points out that
just nine months after the campaign was released Patagonia sales were up by $543 million
Additionally Dkaizer (2017) indicates that the interactive film experience devoted to
Paola Pena Lozada Page 16
protecting bears ears was watched 112852 views in two weeks the brand emphasizes their
loyalty to corporate social responsibility and their target audience Therefore brand content
generates actions that contribute to brand engagement
In addition MacKinnon (2015) explains that the Worn Wear is a campaign to extend
the life of Patagoniarsquos products and to encourage discussions about harming the planet by a
global economy that depends on consumerism Instead the brand provides customers with the
chance to have their Patagonia garments repaired or trade in order to receive credit to buy a
new or used garment Alongside Vogl (2015) explains that Patagonia constructed a
sustainable truck to travel around America and repair clothes on the way during the journey
the truck served as a storyteller in a way that customer engaged even more with the brand by
sharing their experiences Collier (2018) states that the campaign congregates up to 11075
attendants in total making it a success for the company
Nevertheless anti-consumerism marketing strategy encourage customer to think not to
buy Penhollow (2015) adds that as well helps Patagonia to build brand awareness outside
and inside its community of followers as a result the company sees double-digit annual
growth As a result of Worn Wear success campaign Patagonia created a website where
clients can buy thrifted Patagonia clothing as described by Patagonia (2020) At the same
time customer can shared their experiences on the website through the section The Stories
We Wear Baillargeon (2016) states that this offers customers the chance to share
memorable experiences and moments wearing the brandrsquos garments and how Worn Wear
has given their garments another opportunity
On the other hand Patagonia every two years has held the ldquoTools Conferencesrdquo by
throughout training an entire generation of activists Patagonia (1997) highlights that they
gather leaders to share their experiences with advocates from grassroots environmental
groups which Patagonia has associated through their donations programs Moreover
Patagonia (2017) states that the brand imparts their wisdom even on those who are not
Patagoniarsquos customer any individual can request a representative from Patagonia to talk at
events This is a piece of Patagonias strategic shows how passionate they are about what they
have believed in
Paola Pena Lozada Page 17
Moreover the brand is getting their message all around the world even for those who are
not advocated saving the planet McLaughlin (2018) affirms that the conferencersquos goal is to
motivate their audience and empower them to create ideas regarding how they can contribute
to face the environmental crisis Nevertheless Patagonia is enthusiastic about connecting
with each one of the individuals who visit their site and continually want feedback on how to
be a better brand Certainly according to Clarke (2006) Patagonia applies Triple Bottom Line
approach by keeping people planet and profit at the core of what they do This causes
customer to be part of the procedures and for instance in makes them more engaged with the
brand
Furthermore North Face is an outdoor brand that is very similar to Patagonia although
North Face share similar values regarding saving the wilderness the brand is more engaged
to drive advertising that increase annuals profit and consumer-based as explained by
Timbrook (2020) On the contrary Meltzer (2017) highlights that Patagonia is more focused
on reducing their footprint applying strict environmental guidelines on material recycling
and encouraging consumers to take actions over the planet
Patagoniarsquos owner believes that the key of their business success is that purpose is not
taken as a strategy rather is the purpose of why the brand exists Robertson (2019) explains
that in the sense of Patagonia their mission statement is clear they are in business to save the
world He stated that purpose impacts beliefs and values which then impact directly to his
employeesrsquo behaviour as well as his customers
Patagoniarsquos ant-consumerism strategy increase brand awareness as their values are
aligned with environmental and social causes and target market creating a strong relationship
between them According to (Zhao et al 2016) the more companiesrsquo values are aligned with
environmental protection the higher the consumer respond for their products making long-
term profits for the company Hence Patagonia efforts on corporate social responsibility and
ripple bottom line approach are reflected as story of the brandrsquo mission and values which are
clearly recognizable all through its business plan as a whole as discussed by Kelley (2015)
Paola Pena Lozada Page 18
2 An evaluation of Patagonia most appropriate social media platform (YouTube
Facebook and Instagram) from driving the sustainability
Over the most recent decade sustainability and social media have been playing an
increasingly significant job in the manner that organizations talk about themselves Carpenter
and Takahashi (2016) state that together social media and sustainability have opened a new
path to push companies to revaluate their role in society and how their business activities
affect the planet Thus leading to new levels of transparency higher commitment aligned
between companies people and communities as described by Cushman (2014)
According to Verde (2014) social media provides a large number of advantages
including customer trust for companies involved in sustainability they must be able to
adequately convey their efforts Thus social media can benefit sustainable organisations to
communicate effectively while increasing their brand reputation However Dossa (2020)
suggest that engaging sustainability not only includes sharing information perhaps the most
significant part is to engage and listen to their stakeholders are essentials elements for
efficient communication which makes social a great tool to transmit such interactive
dialogues
Conversely Mainwaring (2011) highlights that social media can be used as a strong
weapon against those companies that are not committed to the environment and are harming
the planet For instance people and sustainable organisation are using social media to force
businesses adopting environmental practices by changing their corporate behaviour around
the world as well as putting pressure on governments to act on the environmental changes as
described by (Ali et al 2015)
Moreover Genc (2017) suggest that organisations must then select proper channels to
communicate their efforts on environmental and social causes engaging with the right
audience through the amount of advertisements that are distributed in all social media
platforms while competing for userrsquos attention According to Chaffey (2020) there are 380
billion monthly active users on social media what makes sustainable growth stands out in a
digitalized vast world rather than just presenting reports of sustainability A company like
HampM have raised the social media fails to successfully engage with their audience on their
sustainable efforts
Paola Pena Lozada Page 19
According to Wood (2016) HampM has been applying a solid campaign on social media to
raise awareness of the environmental issues caused by the fast fashion industry using the
hashtag WorldRecycleWeek HampM urged consumers to recycle unwanted garments at their
stores Although many consumers have questioned their corporate behaviour the brand is
seen as green-washing However they used their social media to engage with the critics and
respond openly through exposure and consciousness of their sustainability efforts as stated by
Segran (2019)
On the other hand Hughes (2016) says that Tomrsquos shoes frequently use social media to
raise social issues once a year they promote the hashtag withoutshoes Tomsrsquo campaign
One Day without Shoes bring awareness about childrenrsquos health in 2015 they gave over
27000 shoes to children in need According to Erskine (2020) the challenge is to understand
how to successfully engage with their target audience on sustainable topics using appropriate
social media platforms For instance sustainable brands have been much slower to adapt in
the digitalised world however they are finding ways to drive engagement on critical issues
such as the use of social media as suggested by Osburg and Lohrmann (2017)
In the case of Patagonia Drawbridge (2018) suggests that the brand purpose and
storytelling plays a significant role in their non-conventional green marketing to build brand
loyalty with its consumers According to Engagement Labs Patagonia (2016 cited in Briggs
2016) enlists user-generated content through images videos landscapes stories to promote
and gain the most Sonsev (2019) argues that rather than advertising its garments the brand
uses campaigns to educate their audience by sharing environmental and social issues
encouraging buyers to lower their carbon footprint and create awareness of consumerism by
continuously linking back to its core values and mission
Furthermore Boniface (2019) adds that Patagonia utilizes social platforms to share data
on new developments in innovation While numerous individuals are against seeing
commercials on social media supporters of the environment and many others would be less
opposed to seeing data on ecological and social issues Thangavelu (2020) suggests that this
gives Patagonia an advantage in its capacity to market to clients without appearing to be
repressive Moreover Beer (2018) explains that Patagonia utilizes different social media
platforms such as Facebook YouTube Instagram Twitter and a Blog they are not all
Paola Pena Lozada Page 20
posting about very similar things their marketing approach is to post different information
between them Their target audience are the generation X and millennials who have
disposable income the brand cares more about quality instead of quantity and appreciate the
value in spending more money for a piece of garment that will last longer as described by
Klara (2016)
However when it comes to events they use all the platforms to advertise Influencer
Marketing Hub (2020) explains that Patagonia knows how to match ads with its target
audience on Facebook where they have 17 million followers Torossian (2011) adds that
followers can discover blogs of adventurers outdoorsman and environmentalists post related
to social and environmental groups and events pages In fact in 2016 the brand had the
highest engagement score between among sports apparel brands on Facebook as highlighted
by Briggs (2016)
Whereas on Instagram Patagonia have 44 million followers they are more focus on
posting charming photos mostly taken by their customer wearing the garments and outdoor
adventures a great strategy of connecting with Patagoniarsquos loyal audience as explained by
Berger (2016) According to Zhukova (2016) Patagonias partnership help builds a strong
engagement with their audiences such as photographer and adventures like Mikey Schaefer
and Austin Siadak One of the most engaging posts in 2016 mentioned both of them thus
Instagram post is most engaging using user handle and geo-tagger as increase engagement by
79 as indicated by Hootsuite (2020)
On the other hand Think Media Consult (2018) states that Patagoniarsquos YouTube channel
has more than 191k followers and 32 million views their videos are related to outdoor
adventures such as snowboarding skiing surfing climbing and campaign like Worn Wear
Harper (2018) highlights that Patagonia makes sure their videos tell stories rather than just
sell products the brand story is essentially told through what they focus their cameras around
on and that excitement is influenced any video or production approach The brand also post
videos explaining the process of their garment However the audience shows more
engagement on the outdoors sports videos
Moreover on Twitter the brand has 458K followers Dailey (2018) states that this is the
platform where they show more engagement directly to their social political and
Paola Pena Lozada Page 21
environmental views Their strategy is to also retweet from accounts such as Natural
Resources Defence Council Ceres News and the Environmental Defence Fund According to
Gelles (2018) President Trump announced in 2017 the size reduction of two national
monuments Bears Ears and Grand Staircase Escalante National Monuments Patagonia has
been actively involved in the preservation of Bears Ears since 2012 of the preservation
As a result Gelles (2018) adds that Patagonia took twitter to show their disagreement
ldquoThe President Stole Your Landrdquo and filed a lawsuit against the Ryan Zinke the secretary of
agriculture the chief of the Forest Service and the director of the Bureau of Land
Management Furthermore a study was taken by (Adamovic et al 2016) between November
20 2015 and January 20 2016 using analysis websites SocialMention and IceRocket they
found that Patagonia is more active on Twitter and generated more engagement with their
followers they were mentioned more than 240K tweets per day on average the majority of
the tweets were positive Yet the brand even receives more likes and retweets than its main
competitor The North Face this shows the brand strong engagement and loyal fan base as
described by (Adamovic et al 2016)
In overall Patagonia social media engagement was 31 posts on Facebook 210 tweets on
Twitter 58 photos on Instagram and 56 videos on YouTube McLaughlin (2018) highlights
that the brand maintains their support to environmental and social causes keeping a
consistent voice that reinforces their mission statement and values they promise to keep
doing responsible practices regarding sustainable procedures and recycled materials
Chapter 6 Conclusions and Further Work
Based on the findings of this case study the following conclusions are drawn
Given the finding results the researcher retain that sustainable can engage with
customers and have a higher brand engagement than non-sustainable brands In fact the triple
bottom line can help and support the implementation of sustainable business practices which
are fundamental to put into operation the principles of corporate social responsibility
Patagonias essential non-traditional campaigns set the difference to how other retail
brands should embrace environmental responsibility what makes Patagonia a pioneer in the
Paola Pena Lozada Page 22
business Although Patagonias anti-consumerism practices perform the opposite of what
traditional marketing strategies outlining its fruitful methodology of putting the planet before
company profit Furthermore by integrating political and anti-consumerism promotion in its
advertising strategies over social media and website Patagonia provokes controversy while at
the same time engage with their audience and urge them to take action for environmental and
social issues
Patagonia builds ethical awareness through marketing strategies by interfacing its
connecting its buyers to its brand Its mission is strongly recognizable through its business
model as a whole making it clear the reason they are in business is to save the planet Their
values are aligning with their corporate social responsibility creating a solid relationship
between Patagonia and their audience As indicated in the findings the more an organization
esteems and follows up on environmental and social protection efforts the higher their
consumer support As a result Patagonia is the leader in outdoor clothing by putting the
planet over profit wandering endlessly from anti-consumerism and exemplary lucrative
standards
Patagonia uses green marketing and social media platforms to build and maintain
brand loyalty among their audience Their strategy on social media platforms are not just to
sell their products they are promoting a lifestyle by telling stories through their audiencersquos
pictures and videos as well transparently storytelling of their supply chain practices and
investments for environmental activist organizations
According to the findings Patagonia most suitable social media platform to drive
sustainability is not clear as the brand use each platform to create ethical awareness
However Patagonia shows more engagement on their Twitter account directly to their
social political and environmental causes They engage with other environmental
organizations by retweeting them they have been mentioned thousands of time a day by
other accounts and even showing disagreement to faced environmental problems with the
American government
Further work
The restrictions of the case study open opportunities for new examinations in the
field As the researcher claims that both questions needs to be subject to further research it
Paola Pena Lozada Page 23
will be consider doing interviews to have a primary source such as interviewing members of
Patagonia staff and other sustainable organizations to have second opinions Future research
could apply triple bottom line on their business model In addition the researcher
recommends that future studies could utilize distinctive research techniques to investigate the
full degree of sustainable business
Chapter 7 Critical Self-Review
The researcher was confronted with a couple of limitations that affected this
examination Firstly the research was restricted to utilizing strictly online resources so as to
assemble fundamental and applicable data for the study This could create error of data or
bias that could be possibly useful to the study Secondly talking with Patagonia workers or
visiting the Patagonia shop in Dublin would have been a useful strategy to answer the second
question as the information is not clear on website searches Thirdly the researcher had
study Patagonia in previous semester this could generate an inclination on the side of
Patagonia beliefs and practices As well the researcher has a tendency of supporting
sustainable business this could be taken as a bias that acts as a restriction of the study
Finally the study was essentially assembled using qualitative research implying that the
researcher depended for the most part on online research base on Patagonia and other
sustainable brands This restricted the capacity to give measurable proof to help the
researches findings
Paola Pena Lozada Page 24
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httpswwwresearchgatenetpublication326112028_IMPACT_OF_GLOBALIZATION_O
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httpswwwenvironmentalleadercom201710174476 [Accessed 02 May 2020]
Paola Pena Lozada Page 33
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Oxford College of Marketing 2017Understanding The Four Main Influences on Consumer
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httpsblogoxfordcollegeofmarketingcom20140905understanding-the-four-main-
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httpswwwpatagoniacomcompany-historyhtml [Accessed 04 December 2019]
Paola Pena Lozada Page 34
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Segran E 2019 HampM Zara and other fashion brands are tricking shoppers with vague
sustainability claims [Online] available at httpswwwfastcompanycom90385370hm-
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[Accessed 09 December 2019]
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April 2020]
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Paola Pena Lozada Page 36
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29 November 2019]
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Thangavelu P 2020 The Success of Patagonias Marketing Strategy [Online] available at
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Think Media Consult 2018 Case Study Social Media Strategy - What Patagonia Can Teach
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Paola Pena Lozada Page 37
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Turletti P 2019 The Triple Bottom Line A Must for Sustainable Marketing [Online]
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Verde D 2014 Social media has undermined peoples trust in brands [Online] available at
httpswwwtheguardiancomsustainable-business2014aug20social-media-has-
undermined-peoples-trust-in-brands [Accessed 29 April 2020]
Vogl E 2015 What Patagonia Learned on Its Worn Wear Mobile Repair Tour [Online]
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Wolfe I 2017 How Ethical Is Patagonia [Online] available at httpsgoodonyouecohow-
ethical-is-patagonia [Accessed 02 December 2019]
Wood J 2016 Clothing retailer HampM launches lsquoWorld Recycle Weekrsquo [Online] available
at httpswwwletsrecyclecomnewslatest-newsclothing-retailer-hm-launches-world-
recycle-week [Accessed 29 April 2020]
WWF 2019 Sustainable Agriculture Cotton [Online] available at
httpswwwworldwildlifeorgindustriescotton [Accessed 07 December 2019]
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Inc
Zhukova K 2016 How 4 Top Instagram Brands Keep Their Competitive Advantage
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competitive-advantage-2 [Accessed 29 April 2020]
Zololkis 2010 Difference between case study and survey research [Online] available at
httpma-gocojpkidswp-includesjstinymcepluginscompat3x08-2010difference-
between-case-study-and-survey-research_9688php [Accessed 29 November 2019]
Paola Pena Lozada Page 39
- How Patagonia apply Triple Bottom Line in their marketing strategy
- What_is_Customer_Journey_Mapping_amp_Why_i
-
Paola Pena Lozada Page 13
Chapter 4 Research Design Methodology
This section aims to explain the methodology used to gather information a case study
that was developed by the researcher based on how Patagonia applies the triple bottom line in
their marketing strategy It analysed information based on secondary sources like Patagonias
website social media platforms and previous studies about the company books websites
and e-journals An analysis of sustainable company drives to brand engagement The case
study used a qualitative research methodology
Hollweck (2016) describes case study as a methodical tool that can utilize both
qualitative and quantitative the aim is to analyse information that can help clarify definitive
results because the investigation procedure comprises matching empirically observed
measures to hypothetically anticipated events On the other hand Yin (2014) states that case
study is one the most challenging research of all science attempts the objective is to gather
exhibit and break down information fairly by reading articles reports books among others
A case study is an in-depth technique that generally gives detailed and more
legitimate information about a person company groups or particular situation studied
Meanwhile surveys allow the researcher to collect data on numerous individuals or big
population so as to comprehend different opinions about a specific topic however can lead
to inaccurate information (Zololkis 2010) Moreover Irvine (2018) describes that interviews
are easier in the sense of the researcher can see peoplersquos reaction thus they feel more secure
to answer questions verbally than written down however interviews takes more time than
survey and cannot collect as many data as surveys
In overall case studies offer the most accurate data when compared to interviews and surveys
in contrast to qualitative research that helps to understand the reality of the studies if the
objective is to create a hypothetical framework that present veracity rather than the researcher
point of view along these lines it is conceivable to distinguish strategies that help the finding
of theory data as proposed (Ochieng 2009) On the other hand the case study is based on
inductive research according to Gabriel (2013) inductive approaches are mostly used in
qualitative research Furthermore it involves the search for pattern from perception and the
improvement of explanations theories for those patterns through the arrangement of
Paola Pena Lozada Page 14
hypotheses The aim is to generate meanings from the data collected in order to recognize
relationships to develop a theory
Chapter 5 Results (Research Findings)
1 An analysis of how Patagonia having an ethical awareness drives brand
engagement
According to Shaw (2018) for the last years marketing research has impacted of
consumer interaction with brands different researches have suggested that engaging
customer with a brand is an essential method in building stronger relationships and improving
brand performance as stated by (Khamitov et al 2019) Brand engagement contributes to
better organisational performance outcomes Patro (2013) describes those outcomes as
business development sales growth and brand referrals among others
However (Hollebeek et al 2014) suggests that this idea of brand engagement has
gotten recently less consideration While expressing that this concept is an interactive nature
have interpreted brand engagement as a consumer psychological responses emotional and
behavioural activity identified with customer and brand interactions (Schmitt et al 2009)
adds that those behaviours aroused by brand-related that are part of the brandrsquos design
communications and identity by combining consumer and brand lead to the memorable and
unique brand experience
Conversely NBRI (2020) suggests that brand engagement must be used externally
and internally building the brand from the inside organisations obtain a deeper engagement
with their employees helps the brand solidify and improve the brand for consumers In
addition Sinek (2009 cited in TEDcom) explains that the most successful brands think act
and communicate opposite to those less successful brands the key is to answer the three
questions of the golden circle Why How and What Weishaupt (2017) highlights that
inspirational organisations think from the inside to the outside by answering why and how
they do it and what it does
Therefore when a company communicate their values and beliefs rather than describe
their products they will attract more customer they will feel more connected as well
Paola Pena Lozada Page 15
increasing brand engagement Consequently some socially responsible brands are well
known for using the golden circle Willard (2018) believes that Toms shoes ldquowhyrdquo is to
provide free shoes to children in need one day without shoes campaign creates awareness on
global children education but at the same increase brand engagement as consumer were
sharing their Toms shoesrsquo experience by uploading pictures through social media (Naeini et
al 2015)
On the other hand Rhodes (2020) explains that Patagoniarsquos ldquowhyrdquo is clear they are in
business to save the planet one of the many ways they contribute is donating 1 of their
profits to the environmental protection and wilderness conservation However companies
pretending to be good in their marketing strategy and accused of green-washing are more
likely to fail as discussed by Sinek (2009) Perhaps the power of customer is stronger than
before maybe in future they would have the ability to shift the core values Triple Pundit
(2011) states that meanwhile customer cannot constrain companies to think differently they
have been motivated to fulfil customerrsquo needs hence have the ability to contribute to a better
world
Moreover one of the approaches Patagonia constantly engages with its audience
through campaigns where they not only focus on advertising its products but rather
Patagonia promote its brand by providing consumers with content and products that will
benefit their lives and interests as described by McLaughlin (2018) Yet they educate
motivate and assist people to recycle clothing and to have a more conscious lifestyle In fact
(Salesforce 2016) highlights that many companies once the customer journey is over they
stop the interaction brand-customer However Patagonia extends their customer experience
interaction by providing their customer with additional materials newsletters events social
media public engagement blogs Besides Nastu (2017) explains that Patagonia demonstrate
its sustainable supply chain activities including how they made its Fair Trade Certified
garments in the effort to impact in a positive way their factory workers as well as to educate
their customer where the materials come from
Patagonia campaign ldquoDonrsquot Wear This Jacketrdquo is the perfect example of how ethical
awareness drives brand engagement thus increases sales Thangavelu (2020) points out that
just nine months after the campaign was released Patagonia sales were up by $543 million
Additionally Dkaizer (2017) indicates that the interactive film experience devoted to
Paola Pena Lozada Page 16
protecting bears ears was watched 112852 views in two weeks the brand emphasizes their
loyalty to corporate social responsibility and their target audience Therefore brand content
generates actions that contribute to brand engagement
In addition MacKinnon (2015) explains that the Worn Wear is a campaign to extend
the life of Patagoniarsquos products and to encourage discussions about harming the planet by a
global economy that depends on consumerism Instead the brand provides customers with the
chance to have their Patagonia garments repaired or trade in order to receive credit to buy a
new or used garment Alongside Vogl (2015) explains that Patagonia constructed a
sustainable truck to travel around America and repair clothes on the way during the journey
the truck served as a storyteller in a way that customer engaged even more with the brand by
sharing their experiences Collier (2018) states that the campaign congregates up to 11075
attendants in total making it a success for the company
Nevertheless anti-consumerism marketing strategy encourage customer to think not to
buy Penhollow (2015) adds that as well helps Patagonia to build brand awareness outside
and inside its community of followers as a result the company sees double-digit annual
growth As a result of Worn Wear success campaign Patagonia created a website where
clients can buy thrifted Patagonia clothing as described by Patagonia (2020) At the same
time customer can shared their experiences on the website through the section The Stories
We Wear Baillargeon (2016) states that this offers customers the chance to share
memorable experiences and moments wearing the brandrsquos garments and how Worn Wear
has given their garments another opportunity
On the other hand Patagonia every two years has held the ldquoTools Conferencesrdquo by
throughout training an entire generation of activists Patagonia (1997) highlights that they
gather leaders to share their experiences with advocates from grassroots environmental
groups which Patagonia has associated through their donations programs Moreover
Patagonia (2017) states that the brand imparts their wisdom even on those who are not
Patagoniarsquos customer any individual can request a representative from Patagonia to talk at
events This is a piece of Patagonias strategic shows how passionate they are about what they
have believed in
Paola Pena Lozada Page 17
Moreover the brand is getting their message all around the world even for those who are
not advocated saving the planet McLaughlin (2018) affirms that the conferencersquos goal is to
motivate their audience and empower them to create ideas regarding how they can contribute
to face the environmental crisis Nevertheless Patagonia is enthusiastic about connecting
with each one of the individuals who visit their site and continually want feedback on how to
be a better brand Certainly according to Clarke (2006) Patagonia applies Triple Bottom Line
approach by keeping people planet and profit at the core of what they do This causes
customer to be part of the procedures and for instance in makes them more engaged with the
brand
Furthermore North Face is an outdoor brand that is very similar to Patagonia although
North Face share similar values regarding saving the wilderness the brand is more engaged
to drive advertising that increase annuals profit and consumer-based as explained by
Timbrook (2020) On the contrary Meltzer (2017) highlights that Patagonia is more focused
on reducing their footprint applying strict environmental guidelines on material recycling
and encouraging consumers to take actions over the planet
Patagoniarsquos owner believes that the key of their business success is that purpose is not
taken as a strategy rather is the purpose of why the brand exists Robertson (2019) explains
that in the sense of Patagonia their mission statement is clear they are in business to save the
world He stated that purpose impacts beliefs and values which then impact directly to his
employeesrsquo behaviour as well as his customers
Patagoniarsquos ant-consumerism strategy increase brand awareness as their values are
aligned with environmental and social causes and target market creating a strong relationship
between them According to (Zhao et al 2016) the more companiesrsquo values are aligned with
environmental protection the higher the consumer respond for their products making long-
term profits for the company Hence Patagonia efforts on corporate social responsibility and
ripple bottom line approach are reflected as story of the brandrsquo mission and values which are
clearly recognizable all through its business plan as a whole as discussed by Kelley (2015)
Paola Pena Lozada Page 18
2 An evaluation of Patagonia most appropriate social media platform (YouTube
Facebook and Instagram) from driving the sustainability
Over the most recent decade sustainability and social media have been playing an
increasingly significant job in the manner that organizations talk about themselves Carpenter
and Takahashi (2016) state that together social media and sustainability have opened a new
path to push companies to revaluate their role in society and how their business activities
affect the planet Thus leading to new levels of transparency higher commitment aligned
between companies people and communities as described by Cushman (2014)
According to Verde (2014) social media provides a large number of advantages
including customer trust for companies involved in sustainability they must be able to
adequately convey their efforts Thus social media can benefit sustainable organisations to
communicate effectively while increasing their brand reputation However Dossa (2020)
suggest that engaging sustainability not only includes sharing information perhaps the most
significant part is to engage and listen to their stakeholders are essentials elements for
efficient communication which makes social a great tool to transmit such interactive
dialogues
Conversely Mainwaring (2011) highlights that social media can be used as a strong
weapon against those companies that are not committed to the environment and are harming
the planet For instance people and sustainable organisation are using social media to force
businesses adopting environmental practices by changing their corporate behaviour around
the world as well as putting pressure on governments to act on the environmental changes as
described by (Ali et al 2015)
Moreover Genc (2017) suggest that organisations must then select proper channels to
communicate their efforts on environmental and social causes engaging with the right
audience through the amount of advertisements that are distributed in all social media
platforms while competing for userrsquos attention According to Chaffey (2020) there are 380
billion monthly active users on social media what makes sustainable growth stands out in a
digitalized vast world rather than just presenting reports of sustainability A company like
HampM have raised the social media fails to successfully engage with their audience on their
sustainable efforts
Paola Pena Lozada Page 19
According to Wood (2016) HampM has been applying a solid campaign on social media to
raise awareness of the environmental issues caused by the fast fashion industry using the
hashtag WorldRecycleWeek HampM urged consumers to recycle unwanted garments at their
stores Although many consumers have questioned their corporate behaviour the brand is
seen as green-washing However they used their social media to engage with the critics and
respond openly through exposure and consciousness of their sustainability efforts as stated by
Segran (2019)
On the other hand Hughes (2016) says that Tomrsquos shoes frequently use social media to
raise social issues once a year they promote the hashtag withoutshoes Tomsrsquo campaign
One Day without Shoes bring awareness about childrenrsquos health in 2015 they gave over
27000 shoes to children in need According to Erskine (2020) the challenge is to understand
how to successfully engage with their target audience on sustainable topics using appropriate
social media platforms For instance sustainable brands have been much slower to adapt in
the digitalised world however they are finding ways to drive engagement on critical issues
such as the use of social media as suggested by Osburg and Lohrmann (2017)
In the case of Patagonia Drawbridge (2018) suggests that the brand purpose and
storytelling plays a significant role in their non-conventional green marketing to build brand
loyalty with its consumers According to Engagement Labs Patagonia (2016 cited in Briggs
2016) enlists user-generated content through images videos landscapes stories to promote
and gain the most Sonsev (2019) argues that rather than advertising its garments the brand
uses campaigns to educate their audience by sharing environmental and social issues
encouraging buyers to lower their carbon footprint and create awareness of consumerism by
continuously linking back to its core values and mission
Furthermore Boniface (2019) adds that Patagonia utilizes social platforms to share data
on new developments in innovation While numerous individuals are against seeing
commercials on social media supporters of the environment and many others would be less
opposed to seeing data on ecological and social issues Thangavelu (2020) suggests that this
gives Patagonia an advantage in its capacity to market to clients without appearing to be
repressive Moreover Beer (2018) explains that Patagonia utilizes different social media
platforms such as Facebook YouTube Instagram Twitter and a Blog they are not all
Paola Pena Lozada Page 20
posting about very similar things their marketing approach is to post different information
between them Their target audience are the generation X and millennials who have
disposable income the brand cares more about quality instead of quantity and appreciate the
value in spending more money for a piece of garment that will last longer as described by
Klara (2016)
However when it comes to events they use all the platforms to advertise Influencer
Marketing Hub (2020) explains that Patagonia knows how to match ads with its target
audience on Facebook where they have 17 million followers Torossian (2011) adds that
followers can discover blogs of adventurers outdoorsman and environmentalists post related
to social and environmental groups and events pages In fact in 2016 the brand had the
highest engagement score between among sports apparel brands on Facebook as highlighted
by Briggs (2016)
Whereas on Instagram Patagonia have 44 million followers they are more focus on
posting charming photos mostly taken by their customer wearing the garments and outdoor
adventures a great strategy of connecting with Patagoniarsquos loyal audience as explained by
Berger (2016) According to Zhukova (2016) Patagonias partnership help builds a strong
engagement with their audiences such as photographer and adventures like Mikey Schaefer
and Austin Siadak One of the most engaging posts in 2016 mentioned both of them thus
Instagram post is most engaging using user handle and geo-tagger as increase engagement by
79 as indicated by Hootsuite (2020)
On the other hand Think Media Consult (2018) states that Patagoniarsquos YouTube channel
has more than 191k followers and 32 million views their videos are related to outdoor
adventures such as snowboarding skiing surfing climbing and campaign like Worn Wear
Harper (2018) highlights that Patagonia makes sure their videos tell stories rather than just
sell products the brand story is essentially told through what they focus their cameras around
on and that excitement is influenced any video or production approach The brand also post
videos explaining the process of their garment However the audience shows more
engagement on the outdoors sports videos
Moreover on Twitter the brand has 458K followers Dailey (2018) states that this is the
platform where they show more engagement directly to their social political and
Paola Pena Lozada Page 21
environmental views Their strategy is to also retweet from accounts such as Natural
Resources Defence Council Ceres News and the Environmental Defence Fund According to
Gelles (2018) President Trump announced in 2017 the size reduction of two national
monuments Bears Ears and Grand Staircase Escalante National Monuments Patagonia has
been actively involved in the preservation of Bears Ears since 2012 of the preservation
As a result Gelles (2018) adds that Patagonia took twitter to show their disagreement
ldquoThe President Stole Your Landrdquo and filed a lawsuit against the Ryan Zinke the secretary of
agriculture the chief of the Forest Service and the director of the Bureau of Land
Management Furthermore a study was taken by (Adamovic et al 2016) between November
20 2015 and January 20 2016 using analysis websites SocialMention and IceRocket they
found that Patagonia is more active on Twitter and generated more engagement with their
followers they were mentioned more than 240K tweets per day on average the majority of
the tweets were positive Yet the brand even receives more likes and retweets than its main
competitor The North Face this shows the brand strong engagement and loyal fan base as
described by (Adamovic et al 2016)
In overall Patagonia social media engagement was 31 posts on Facebook 210 tweets on
Twitter 58 photos on Instagram and 56 videos on YouTube McLaughlin (2018) highlights
that the brand maintains their support to environmental and social causes keeping a
consistent voice that reinforces their mission statement and values they promise to keep
doing responsible practices regarding sustainable procedures and recycled materials
Chapter 6 Conclusions and Further Work
Based on the findings of this case study the following conclusions are drawn
Given the finding results the researcher retain that sustainable can engage with
customers and have a higher brand engagement than non-sustainable brands In fact the triple
bottom line can help and support the implementation of sustainable business practices which
are fundamental to put into operation the principles of corporate social responsibility
Patagonias essential non-traditional campaigns set the difference to how other retail
brands should embrace environmental responsibility what makes Patagonia a pioneer in the
Paola Pena Lozada Page 22
business Although Patagonias anti-consumerism practices perform the opposite of what
traditional marketing strategies outlining its fruitful methodology of putting the planet before
company profit Furthermore by integrating political and anti-consumerism promotion in its
advertising strategies over social media and website Patagonia provokes controversy while at
the same time engage with their audience and urge them to take action for environmental and
social issues
Patagonia builds ethical awareness through marketing strategies by interfacing its
connecting its buyers to its brand Its mission is strongly recognizable through its business
model as a whole making it clear the reason they are in business is to save the planet Their
values are aligning with their corporate social responsibility creating a solid relationship
between Patagonia and their audience As indicated in the findings the more an organization
esteems and follows up on environmental and social protection efforts the higher their
consumer support As a result Patagonia is the leader in outdoor clothing by putting the
planet over profit wandering endlessly from anti-consumerism and exemplary lucrative
standards
Patagonia uses green marketing and social media platforms to build and maintain
brand loyalty among their audience Their strategy on social media platforms are not just to
sell their products they are promoting a lifestyle by telling stories through their audiencersquos
pictures and videos as well transparently storytelling of their supply chain practices and
investments for environmental activist organizations
According to the findings Patagonia most suitable social media platform to drive
sustainability is not clear as the brand use each platform to create ethical awareness
However Patagonia shows more engagement on their Twitter account directly to their
social political and environmental causes They engage with other environmental
organizations by retweeting them they have been mentioned thousands of time a day by
other accounts and even showing disagreement to faced environmental problems with the
American government
Further work
The restrictions of the case study open opportunities for new examinations in the
field As the researcher claims that both questions needs to be subject to further research it
Paola Pena Lozada Page 23
will be consider doing interviews to have a primary source such as interviewing members of
Patagonia staff and other sustainable organizations to have second opinions Future research
could apply triple bottom line on their business model In addition the researcher
recommends that future studies could utilize distinctive research techniques to investigate the
full degree of sustainable business
Chapter 7 Critical Self-Review
The researcher was confronted with a couple of limitations that affected this
examination Firstly the research was restricted to utilizing strictly online resources so as to
assemble fundamental and applicable data for the study This could create error of data or
bias that could be possibly useful to the study Secondly talking with Patagonia workers or
visiting the Patagonia shop in Dublin would have been a useful strategy to answer the second
question as the information is not clear on website searches Thirdly the researcher had
study Patagonia in previous semester this could generate an inclination on the side of
Patagonia beliefs and practices As well the researcher has a tendency of supporting
sustainable business this could be taken as a bias that acts as a restriction of the study
Finally the study was essentially assembled using qualitative research implying that the
researcher depended for the most part on online research base on Patagonia and other
sustainable brands This restricted the capacity to give measurable proof to help the
researches findings
Paola Pena Lozada Page 24
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- How Patagonia apply Triple Bottom Line in their marketing strategy
- What_is_Customer_Journey_Mapping_amp_Why_i
-
Paola Pena Lozada Page 14
hypotheses The aim is to generate meanings from the data collected in order to recognize
relationships to develop a theory
Chapter 5 Results (Research Findings)
1 An analysis of how Patagonia having an ethical awareness drives brand
engagement
According to Shaw (2018) for the last years marketing research has impacted of
consumer interaction with brands different researches have suggested that engaging
customer with a brand is an essential method in building stronger relationships and improving
brand performance as stated by (Khamitov et al 2019) Brand engagement contributes to
better organisational performance outcomes Patro (2013) describes those outcomes as
business development sales growth and brand referrals among others
However (Hollebeek et al 2014) suggests that this idea of brand engagement has
gotten recently less consideration While expressing that this concept is an interactive nature
have interpreted brand engagement as a consumer psychological responses emotional and
behavioural activity identified with customer and brand interactions (Schmitt et al 2009)
adds that those behaviours aroused by brand-related that are part of the brandrsquos design
communications and identity by combining consumer and brand lead to the memorable and
unique brand experience
Conversely NBRI (2020) suggests that brand engagement must be used externally
and internally building the brand from the inside organisations obtain a deeper engagement
with their employees helps the brand solidify and improve the brand for consumers In
addition Sinek (2009 cited in TEDcom) explains that the most successful brands think act
and communicate opposite to those less successful brands the key is to answer the three
questions of the golden circle Why How and What Weishaupt (2017) highlights that
inspirational organisations think from the inside to the outside by answering why and how
they do it and what it does
Therefore when a company communicate their values and beliefs rather than describe
their products they will attract more customer they will feel more connected as well
Paola Pena Lozada Page 15
increasing brand engagement Consequently some socially responsible brands are well
known for using the golden circle Willard (2018) believes that Toms shoes ldquowhyrdquo is to
provide free shoes to children in need one day without shoes campaign creates awareness on
global children education but at the same increase brand engagement as consumer were
sharing their Toms shoesrsquo experience by uploading pictures through social media (Naeini et
al 2015)
On the other hand Rhodes (2020) explains that Patagoniarsquos ldquowhyrdquo is clear they are in
business to save the planet one of the many ways they contribute is donating 1 of their
profits to the environmental protection and wilderness conservation However companies
pretending to be good in their marketing strategy and accused of green-washing are more
likely to fail as discussed by Sinek (2009) Perhaps the power of customer is stronger than
before maybe in future they would have the ability to shift the core values Triple Pundit
(2011) states that meanwhile customer cannot constrain companies to think differently they
have been motivated to fulfil customerrsquo needs hence have the ability to contribute to a better
world
Moreover one of the approaches Patagonia constantly engages with its audience
through campaigns where they not only focus on advertising its products but rather
Patagonia promote its brand by providing consumers with content and products that will
benefit their lives and interests as described by McLaughlin (2018) Yet they educate
motivate and assist people to recycle clothing and to have a more conscious lifestyle In fact
(Salesforce 2016) highlights that many companies once the customer journey is over they
stop the interaction brand-customer However Patagonia extends their customer experience
interaction by providing their customer with additional materials newsletters events social
media public engagement blogs Besides Nastu (2017) explains that Patagonia demonstrate
its sustainable supply chain activities including how they made its Fair Trade Certified
garments in the effort to impact in a positive way their factory workers as well as to educate
their customer where the materials come from
Patagonia campaign ldquoDonrsquot Wear This Jacketrdquo is the perfect example of how ethical
awareness drives brand engagement thus increases sales Thangavelu (2020) points out that
just nine months after the campaign was released Patagonia sales were up by $543 million
Additionally Dkaizer (2017) indicates that the interactive film experience devoted to
Paola Pena Lozada Page 16
protecting bears ears was watched 112852 views in two weeks the brand emphasizes their
loyalty to corporate social responsibility and their target audience Therefore brand content
generates actions that contribute to brand engagement
In addition MacKinnon (2015) explains that the Worn Wear is a campaign to extend
the life of Patagoniarsquos products and to encourage discussions about harming the planet by a
global economy that depends on consumerism Instead the brand provides customers with the
chance to have their Patagonia garments repaired or trade in order to receive credit to buy a
new or used garment Alongside Vogl (2015) explains that Patagonia constructed a
sustainable truck to travel around America and repair clothes on the way during the journey
the truck served as a storyteller in a way that customer engaged even more with the brand by
sharing their experiences Collier (2018) states that the campaign congregates up to 11075
attendants in total making it a success for the company
Nevertheless anti-consumerism marketing strategy encourage customer to think not to
buy Penhollow (2015) adds that as well helps Patagonia to build brand awareness outside
and inside its community of followers as a result the company sees double-digit annual
growth As a result of Worn Wear success campaign Patagonia created a website where
clients can buy thrifted Patagonia clothing as described by Patagonia (2020) At the same
time customer can shared their experiences on the website through the section The Stories
We Wear Baillargeon (2016) states that this offers customers the chance to share
memorable experiences and moments wearing the brandrsquos garments and how Worn Wear
has given their garments another opportunity
On the other hand Patagonia every two years has held the ldquoTools Conferencesrdquo by
throughout training an entire generation of activists Patagonia (1997) highlights that they
gather leaders to share their experiences with advocates from grassroots environmental
groups which Patagonia has associated through their donations programs Moreover
Patagonia (2017) states that the brand imparts their wisdom even on those who are not
Patagoniarsquos customer any individual can request a representative from Patagonia to talk at
events This is a piece of Patagonias strategic shows how passionate they are about what they
have believed in
Paola Pena Lozada Page 17
Moreover the brand is getting their message all around the world even for those who are
not advocated saving the planet McLaughlin (2018) affirms that the conferencersquos goal is to
motivate their audience and empower them to create ideas regarding how they can contribute
to face the environmental crisis Nevertheless Patagonia is enthusiastic about connecting
with each one of the individuals who visit their site and continually want feedback on how to
be a better brand Certainly according to Clarke (2006) Patagonia applies Triple Bottom Line
approach by keeping people planet and profit at the core of what they do This causes
customer to be part of the procedures and for instance in makes them more engaged with the
brand
Furthermore North Face is an outdoor brand that is very similar to Patagonia although
North Face share similar values regarding saving the wilderness the brand is more engaged
to drive advertising that increase annuals profit and consumer-based as explained by
Timbrook (2020) On the contrary Meltzer (2017) highlights that Patagonia is more focused
on reducing their footprint applying strict environmental guidelines on material recycling
and encouraging consumers to take actions over the planet
Patagoniarsquos owner believes that the key of their business success is that purpose is not
taken as a strategy rather is the purpose of why the brand exists Robertson (2019) explains
that in the sense of Patagonia their mission statement is clear they are in business to save the
world He stated that purpose impacts beliefs and values which then impact directly to his
employeesrsquo behaviour as well as his customers
Patagoniarsquos ant-consumerism strategy increase brand awareness as their values are
aligned with environmental and social causes and target market creating a strong relationship
between them According to (Zhao et al 2016) the more companiesrsquo values are aligned with
environmental protection the higher the consumer respond for their products making long-
term profits for the company Hence Patagonia efforts on corporate social responsibility and
ripple bottom line approach are reflected as story of the brandrsquo mission and values which are
clearly recognizable all through its business plan as a whole as discussed by Kelley (2015)
Paola Pena Lozada Page 18
2 An evaluation of Patagonia most appropriate social media platform (YouTube
Facebook and Instagram) from driving the sustainability
Over the most recent decade sustainability and social media have been playing an
increasingly significant job in the manner that organizations talk about themselves Carpenter
and Takahashi (2016) state that together social media and sustainability have opened a new
path to push companies to revaluate their role in society and how their business activities
affect the planet Thus leading to new levels of transparency higher commitment aligned
between companies people and communities as described by Cushman (2014)
According to Verde (2014) social media provides a large number of advantages
including customer trust for companies involved in sustainability they must be able to
adequately convey their efforts Thus social media can benefit sustainable organisations to
communicate effectively while increasing their brand reputation However Dossa (2020)
suggest that engaging sustainability not only includes sharing information perhaps the most
significant part is to engage and listen to their stakeholders are essentials elements for
efficient communication which makes social a great tool to transmit such interactive
dialogues
Conversely Mainwaring (2011) highlights that social media can be used as a strong
weapon against those companies that are not committed to the environment and are harming
the planet For instance people and sustainable organisation are using social media to force
businesses adopting environmental practices by changing their corporate behaviour around
the world as well as putting pressure on governments to act on the environmental changes as
described by (Ali et al 2015)
Moreover Genc (2017) suggest that organisations must then select proper channels to
communicate their efforts on environmental and social causes engaging with the right
audience through the amount of advertisements that are distributed in all social media
platforms while competing for userrsquos attention According to Chaffey (2020) there are 380
billion monthly active users on social media what makes sustainable growth stands out in a
digitalized vast world rather than just presenting reports of sustainability A company like
HampM have raised the social media fails to successfully engage with their audience on their
sustainable efforts
Paola Pena Lozada Page 19
According to Wood (2016) HampM has been applying a solid campaign on social media to
raise awareness of the environmental issues caused by the fast fashion industry using the
hashtag WorldRecycleWeek HampM urged consumers to recycle unwanted garments at their
stores Although many consumers have questioned their corporate behaviour the brand is
seen as green-washing However they used their social media to engage with the critics and
respond openly through exposure and consciousness of their sustainability efforts as stated by
Segran (2019)
On the other hand Hughes (2016) says that Tomrsquos shoes frequently use social media to
raise social issues once a year they promote the hashtag withoutshoes Tomsrsquo campaign
One Day without Shoes bring awareness about childrenrsquos health in 2015 they gave over
27000 shoes to children in need According to Erskine (2020) the challenge is to understand
how to successfully engage with their target audience on sustainable topics using appropriate
social media platforms For instance sustainable brands have been much slower to adapt in
the digitalised world however they are finding ways to drive engagement on critical issues
such as the use of social media as suggested by Osburg and Lohrmann (2017)
In the case of Patagonia Drawbridge (2018) suggests that the brand purpose and
storytelling plays a significant role in their non-conventional green marketing to build brand
loyalty with its consumers According to Engagement Labs Patagonia (2016 cited in Briggs
2016) enlists user-generated content through images videos landscapes stories to promote
and gain the most Sonsev (2019) argues that rather than advertising its garments the brand
uses campaigns to educate their audience by sharing environmental and social issues
encouraging buyers to lower their carbon footprint and create awareness of consumerism by
continuously linking back to its core values and mission
Furthermore Boniface (2019) adds that Patagonia utilizes social platforms to share data
on new developments in innovation While numerous individuals are against seeing
commercials on social media supporters of the environment and many others would be less
opposed to seeing data on ecological and social issues Thangavelu (2020) suggests that this
gives Patagonia an advantage in its capacity to market to clients without appearing to be
repressive Moreover Beer (2018) explains that Patagonia utilizes different social media
platforms such as Facebook YouTube Instagram Twitter and a Blog they are not all
Paola Pena Lozada Page 20
posting about very similar things their marketing approach is to post different information
between them Their target audience are the generation X and millennials who have
disposable income the brand cares more about quality instead of quantity and appreciate the
value in spending more money for a piece of garment that will last longer as described by
Klara (2016)
However when it comes to events they use all the platforms to advertise Influencer
Marketing Hub (2020) explains that Patagonia knows how to match ads with its target
audience on Facebook where they have 17 million followers Torossian (2011) adds that
followers can discover blogs of adventurers outdoorsman and environmentalists post related
to social and environmental groups and events pages In fact in 2016 the brand had the
highest engagement score between among sports apparel brands on Facebook as highlighted
by Briggs (2016)
Whereas on Instagram Patagonia have 44 million followers they are more focus on
posting charming photos mostly taken by their customer wearing the garments and outdoor
adventures a great strategy of connecting with Patagoniarsquos loyal audience as explained by
Berger (2016) According to Zhukova (2016) Patagonias partnership help builds a strong
engagement with their audiences such as photographer and adventures like Mikey Schaefer
and Austin Siadak One of the most engaging posts in 2016 mentioned both of them thus
Instagram post is most engaging using user handle and geo-tagger as increase engagement by
79 as indicated by Hootsuite (2020)
On the other hand Think Media Consult (2018) states that Patagoniarsquos YouTube channel
has more than 191k followers and 32 million views their videos are related to outdoor
adventures such as snowboarding skiing surfing climbing and campaign like Worn Wear
Harper (2018) highlights that Patagonia makes sure their videos tell stories rather than just
sell products the brand story is essentially told through what they focus their cameras around
on and that excitement is influenced any video or production approach The brand also post
videos explaining the process of their garment However the audience shows more
engagement on the outdoors sports videos
Moreover on Twitter the brand has 458K followers Dailey (2018) states that this is the
platform where they show more engagement directly to their social political and
Paola Pena Lozada Page 21
environmental views Their strategy is to also retweet from accounts such as Natural
Resources Defence Council Ceres News and the Environmental Defence Fund According to
Gelles (2018) President Trump announced in 2017 the size reduction of two national
monuments Bears Ears and Grand Staircase Escalante National Monuments Patagonia has
been actively involved in the preservation of Bears Ears since 2012 of the preservation
As a result Gelles (2018) adds that Patagonia took twitter to show their disagreement
ldquoThe President Stole Your Landrdquo and filed a lawsuit against the Ryan Zinke the secretary of
agriculture the chief of the Forest Service and the director of the Bureau of Land
Management Furthermore a study was taken by (Adamovic et al 2016) between November
20 2015 and January 20 2016 using analysis websites SocialMention and IceRocket they
found that Patagonia is more active on Twitter and generated more engagement with their
followers they were mentioned more than 240K tweets per day on average the majority of
the tweets were positive Yet the brand even receives more likes and retweets than its main
competitor The North Face this shows the brand strong engagement and loyal fan base as
described by (Adamovic et al 2016)
In overall Patagonia social media engagement was 31 posts on Facebook 210 tweets on
Twitter 58 photos on Instagram and 56 videos on YouTube McLaughlin (2018) highlights
that the brand maintains their support to environmental and social causes keeping a
consistent voice that reinforces their mission statement and values they promise to keep
doing responsible practices regarding sustainable procedures and recycled materials
Chapter 6 Conclusions and Further Work
Based on the findings of this case study the following conclusions are drawn
Given the finding results the researcher retain that sustainable can engage with
customers and have a higher brand engagement than non-sustainable brands In fact the triple
bottom line can help and support the implementation of sustainable business practices which
are fundamental to put into operation the principles of corporate social responsibility
Patagonias essential non-traditional campaigns set the difference to how other retail
brands should embrace environmental responsibility what makes Patagonia a pioneer in the
Paola Pena Lozada Page 22
business Although Patagonias anti-consumerism practices perform the opposite of what
traditional marketing strategies outlining its fruitful methodology of putting the planet before
company profit Furthermore by integrating political and anti-consumerism promotion in its
advertising strategies over social media and website Patagonia provokes controversy while at
the same time engage with their audience and urge them to take action for environmental and
social issues
Patagonia builds ethical awareness through marketing strategies by interfacing its
connecting its buyers to its brand Its mission is strongly recognizable through its business
model as a whole making it clear the reason they are in business is to save the planet Their
values are aligning with their corporate social responsibility creating a solid relationship
between Patagonia and their audience As indicated in the findings the more an organization
esteems and follows up on environmental and social protection efforts the higher their
consumer support As a result Patagonia is the leader in outdoor clothing by putting the
planet over profit wandering endlessly from anti-consumerism and exemplary lucrative
standards
Patagonia uses green marketing and social media platforms to build and maintain
brand loyalty among their audience Their strategy on social media platforms are not just to
sell their products they are promoting a lifestyle by telling stories through their audiencersquos
pictures and videos as well transparently storytelling of their supply chain practices and
investments for environmental activist organizations
According to the findings Patagonia most suitable social media platform to drive
sustainability is not clear as the brand use each platform to create ethical awareness
However Patagonia shows more engagement on their Twitter account directly to their
social political and environmental causes They engage with other environmental
organizations by retweeting them they have been mentioned thousands of time a day by
other accounts and even showing disagreement to faced environmental problems with the
American government
Further work
The restrictions of the case study open opportunities for new examinations in the
field As the researcher claims that both questions needs to be subject to further research it
Paola Pena Lozada Page 23
will be consider doing interviews to have a primary source such as interviewing members of
Patagonia staff and other sustainable organizations to have second opinions Future research
could apply triple bottom line on their business model In addition the researcher
recommends that future studies could utilize distinctive research techniques to investigate the
full degree of sustainable business
Chapter 7 Critical Self-Review
The researcher was confronted with a couple of limitations that affected this
examination Firstly the research was restricted to utilizing strictly online resources so as to
assemble fundamental and applicable data for the study This could create error of data or
bias that could be possibly useful to the study Secondly talking with Patagonia workers or
visiting the Patagonia shop in Dublin would have been a useful strategy to answer the second
question as the information is not clear on website searches Thirdly the researcher had
study Patagonia in previous semester this could generate an inclination on the side of
Patagonia beliefs and practices As well the researcher has a tendency of supporting
sustainable business this could be taken as a bias that acts as a restriction of the study
Finally the study was essentially assembled using qualitative research implying that the
researcher depended for the most part on online research base on Patagonia and other
sustainable brands This restricted the capacity to give measurable proof to help the
researches findings
Paola Pena Lozada Page 24
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Paola Pena Lozada Page 31
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Paola Pena Lozada Page 32
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Paola Pena Lozada Page 34
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[Accessed 09 December 2019]
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httpswwwforbescomsitesforbescommunicationscouncil20180829digital-marketing-
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April 2020]
Simsek Y 2019 Inspiring Digital Marketing Agency Vision And Mission Statements
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Slaper T and Hall T 2011 The triple bottom line what is it and how does it work Indiana
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Thangavelu P 2020 The Success of Patagonias Marketing Strategy [Online] available at
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2020]
Paola Pena Lozada Page 37
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Verde D 2014 Social media has undermined peoples trust in brands [Online] available at
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Zhukova K 2016 How 4 Top Instagram Brands Keep Their Competitive Advantage
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Paola Pena Lozada Page 39
- How Patagonia apply Triple Bottom Line in their marketing strategy
- What_is_Customer_Journey_Mapping_amp_Why_i
-
Paola Pena Lozada Page 15
increasing brand engagement Consequently some socially responsible brands are well
known for using the golden circle Willard (2018) believes that Toms shoes ldquowhyrdquo is to
provide free shoes to children in need one day without shoes campaign creates awareness on
global children education but at the same increase brand engagement as consumer were
sharing their Toms shoesrsquo experience by uploading pictures through social media (Naeini et
al 2015)
On the other hand Rhodes (2020) explains that Patagoniarsquos ldquowhyrdquo is clear they are in
business to save the planet one of the many ways they contribute is donating 1 of their
profits to the environmental protection and wilderness conservation However companies
pretending to be good in their marketing strategy and accused of green-washing are more
likely to fail as discussed by Sinek (2009) Perhaps the power of customer is stronger than
before maybe in future they would have the ability to shift the core values Triple Pundit
(2011) states that meanwhile customer cannot constrain companies to think differently they
have been motivated to fulfil customerrsquo needs hence have the ability to contribute to a better
world
Moreover one of the approaches Patagonia constantly engages with its audience
through campaigns where they not only focus on advertising its products but rather
Patagonia promote its brand by providing consumers with content and products that will
benefit their lives and interests as described by McLaughlin (2018) Yet they educate
motivate and assist people to recycle clothing and to have a more conscious lifestyle In fact
(Salesforce 2016) highlights that many companies once the customer journey is over they
stop the interaction brand-customer However Patagonia extends their customer experience
interaction by providing their customer with additional materials newsletters events social
media public engagement blogs Besides Nastu (2017) explains that Patagonia demonstrate
its sustainable supply chain activities including how they made its Fair Trade Certified
garments in the effort to impact in a positive way their factory workers as well as to educate
their customer where the materials come from
Patagonia campaign ldquoDonrsquot Wear This Jacketrdquo is the perfect example of how ethical
awareness drives brand engagement thus increases sales Thangavelu (2020) points out that
just nine months after the campaign was released Patagonia sales were up by $543 million
Additionally Dkaizer (2017) indicates that the interactive film experience devoted to
Paola Pena Lozada Page 16
protecting bears ears was watched 112852 views in two weeks the brand emphasizes their
loyalty to corporate social responsibility and their target audience Therefore brand content
generates actions that contribute to brand engagement
In addition MacKinnon (2015) explains that the Worn Wear is a campaign to extend
the life of Patagoniarsquos products and to encourage discussions about harming the planet by a
global economy that depends on consumerism Instead the brand provides customers with the
chance to have their Patagonia garments repaired or trade in order to receive credit to buy a
new or used garment Alongside Vogl (2015) explains that Patagonia constructed a
sustainable truck to travel around America and repair clothes on the way during the journey
the truck served as a storyteller in a way that customer engaged even more with the brand by
sharing their experiences Collier (2018) states that the campaign congregates up to 11075
attendants in total making it a success for the company
Nevertheless anti-consumerism marketing strategy encourage customer to think not to
buy Penhollow (2015) adds that as well helps Patagonia to build brand awareness outside
and inside its community of followers as a result the company sees double-digit annual
growth As a result of Worn Wear success campaign Patagonia created a website where
clients can buy thrifted Patagonia clothing as described by Patagonia (2020) At the same
time customer can shared their experiences on the website through the section The Stories
We Wear Baillargeon (2016) states that this offers customers the chance to share
memorable experiences and moments wearing the brandrsquos garments and how Worn Wear
has given their garments another opportunity
On the other hand Patagonia every two years has held the ldquoTools Conferencesrdquo by
throughout training an entire generation of activists Patagonia (1997) highlights that they
gather leaders to share their experiences with advocates from grassroots environmental
groups which Patagonia has associated through their donations programs Moreover
Patagonia (2017) states that the brand imparts their wisdom even on those who are not
Patagoniarsquos customer any individual can request a representative from Patagonia to talk at
events This is a piece of Patagonias strategic shows how passionate they are about what they
have believed in
Paola Pena Lozada Page 17
Moreover the brand is getting their message all around the world even for those who are
not advocated saving the planet McLaughlin (2018) affirms that the conferencersquos goal is to
motivate their audience and empower them to create ideas regarding how they can contribute
to face the environmental crisis Nevertheless Patagonia is enthusiastic about connecting
with each one of the individuals who visit their site and continually want feedback on how to
be a better brand Certainly according to Clarke (2006) Patagonia applies Triple Bottom Line
approach by keeping people planet and profit at the core of what they do This causes
customer to be part of the procedures and for instance in makes them more engaged with the
brand
Furthermore North Face is an outdoor brand that is very similar to Patagonia although
North Face share similar values regarding saving the wilderness the brand is more engaged
to drive advertising that increase annuals profit and consumer-based as explained by
Timbrook (2020) On the contrary Meltzer (2017) highlights that Patagonia is more focused
on reducing their footprint applying strict environmental guidelines on material recycling
and encouraging consumers to take actions over the planet
Patagoniarsquos owner believes that the key of their business success is that purpose is not
taken as a strategy rather is the purpose of why the brand exists Robertson (2019) explains
that in the sense of Patagonia their mission statement is clear they are in business to save the
world He stated that purpose impacts beliefs and values which then impact directly to his
employeesrsquo behaviour as well as his customers
Patagoniarsquos ant-consumerism strategy increase brand awareness as their values are
aligned with environmental and social causes and target market creating a strong relationship
between them According to (Zhao et al 2016) the more companiesrsquo values are aligned with
environmental protection the higher the consumer respond for their products making long-
term profits for the company Hence Patagonia efforts on corporate social responsibility and
ripple bottom line approach are reflected as story of the brandrsquo mission and values which are
clearly recognizable all through its business plan as a whole as discussed by Kelley (2015)
Paola Pena Lozada Page 18
2 An evaluation of Patagonia most appropriate social media platform (YouTube
Facebook and Instagram) from driving the sustainability
Over the most recent decade sustainability and social media have been playing an
increasingly significant job in the manner that organizations talk about themselves Carpenter
and Takahashi (2016) state that together social media and sustainability have opened a new
path to push companies to revaluate their role in society and how their business activities
affect the planet Thus leading to new levels of transparency higher commitment aligned
between companies people and communities as described by Cushman (2014)
According to Verde (2014) social media provides a large number of advantages
including customer trust for companies involved in sustainability they must be able to
adequately convey their efforts Thus social media can benefit sustainable organisations to
communicate effectively while increasing their brand reputation However Dossa (2020)
suggest that engaging sustainability not only includes sharing information perhaps the most
significant part is to engage and listen to their stakeholders are essentials elements for
efficient communication which makes social a great tool to transmit such interactive
dialogues
Conversely Mainwaring (2011) highlights that social media can be used as a strong
weapon against those companies that are not committed to the environment and are harming
the planet For instance people and sustainable organisation are using social media to force
businesses adopting environmental practices by changing their corporate behaviour around
the world as well as putting pressure on governments to act on the environmental changes as
described by (Ali et al 2015)
Moreover Genc (2017) suggest that organisations must then select proper channels to
communicate their efforts on environmental and social causes engaging with the right
audience through the amount of advertisements that are distributed in all social media
platforms while competing for userrsquos attention According to Chaffey (2020) there are 380
billion monthly active users on social media what makes sustainable growth stands out in a
digitalized vast world rather than just presenting reports of sustainability A company like
HampM have raised the social media fails to successfully engage with their audience on their
sustainable efforts
Paola Pena Lozada Page 19
According to Wood (2016) HampM has been applying a solid campaign on social media to
raise awareness of the environmental issues caused by the fast fashion industry using the
hashtag WorldRecycleWeek HampM urged consumers to recycle unwanted garments at their
stores Although many consumers have questioned their corporate behaviour the brand is
seen as green-washing However they used their social media to engage with the critics and
respond openly through exposure and consciousness of their sustainability efforts as stated by
Segran (2019)
On the other hand Hughes (2016) says that Tomrsquos shoes frequently use social media to
raise social issues once a year they promote the hashtag withoutshoes Tomsrsquo campaign
One Day without Shoes bring awareness about childrenrsquos health in 2015 they gave over
27000 shoes to children in need According to Erskine (2020) the challenge is to understand
how to successfully engage with their target audience on sustainable topics using appropriate
social media platforms For instance sustainable brands have been much slower to adapt in
the digitalised world however they are finding ways to drive engagement on critical issues
such as the use of social media as suggested by Osburg and Lohrmann (2017)
In the case of Patagonia Drawbridge (2018) suggests that the brand purpose and
storytelling plays a significant role in their non-conventional green marketing to build brand
loyalty with its consumers According to Engagement Labs Patagonia (2016 cited in Briggs
2016) enlists user-generated content through images videos landscapes stories to promote
and gain the most Sonsev (2019) argues that rather than advertising its garments the brand
uses campaigns to educate their audience by sharing environmental and social issues
encouraging buyers to lower their carbon footprint and create awareness of consumerism by
continuously linking back to its core values and mission
Furthermore Boniface (2019) adds that Patagonia utilizes social platforms to share data
on new developments in innovation While numerous individuals are against seeing
commercials on social media supporters of the environment and many others would be less
opposed to seeing data on ecological and social issues Thangavelu (2020) suggests that this
gives Patagonia an advantage in its capacity to market to clients without appearing to be
repressive Moreover Beer (2018) explains that Patagonia utilizes different social media
platforms such as Facebook YouTube Instagram Twitter and a Blog they are not all
Paola Pena Lozada Page 20
posting about very similar things their marketing approach is to post different information
between them Their target audience are the generation X and millennials who have
disposable income the brand cares more about quality instead of quantity and appreciate the
value in spending more money for a piece of garment that will last longer as described by
Klara (2016)
However when it comes to events they use all the platforms to advertise Influencer
Marketing Hub (2020) explains that Patagonia knows how to match ads with its target
audience on Facebook where they have 17 million followers Torossian (2011) adds that
followers can discover blogs of adventurers outdoorsman and environmentalists post related
to social and environmental groups and events pages In fact in 2016 the brand had the
highest engagement score between among sports apparel brands on Facebook as highlighted
by Briggs (2016)
Whereas on Instagram Patagonia have 44 million followers they are more focus on
posting charming photos mostly taken by their customer wearing the garments and outdoor
adventures a great strategy of connecting with Patagoniarsquos loyal audience as explained by
Berger (2016) According to Zhukova (2016) Patagonias partnership help builds a strong
engagement with their audiences such as photographer and adventures like Mikey Schaefer
and Austin Siadak One of the most engaging posts in 2016 mentioned both of them thus
Instagram post is most engaging using user handle and geo-tagger as increase engagement by
79 as indicated by Hootsuite (2020)
On the other hand Think Media Consult (2018) states that Patagoniarsquos YouTube channel
has more than 191k followers and 32 million views their videos are related to outdoor
adventures such as snowboarding skiing surfing climbing and campaign like Worn Wear
Harper (2018) highlights that Patagonia makes sure their videos tell stories rather than just
sell products the brand story is essentially told through what they focus their cameras around
on and that excitement is influenced any video or production approach The brand also post
videos explaining the process of their garment However the audience shows more
engagement on the outdoors sports videos
Moreover on Twitter the brand has 458K followers Dailey (2018) states that this is the
platform where they show more engagement directly to their social political and
Paola Pena Lozada Page 21
environmental views Their strategy is to also retweet from accounts such as Natural
Resources Defence Council Ceres News and the Environmental Defence Fund According to
Gelles (2018) President Trump announced in 2017 the size reduction of two national
monuments Bears Ears and Grand Staircase Escalante National Monuments Patagonia has
been actively involved in the preservation of Bears Ears since 2012 of the preservation
As a result Gelles (2018) adds that Patagonia took twitter to show their disagreement
ldquoThe President Stole Your Landrdquo and filed a lawsuit against the Ryan Zinke the secretary of
agriculture the chief of the Forest Service and the director of the Bureau of Land
Management Furthermore a study was taken by (Adamovic et al 2016) between November
20 2015 and January 20 2016 using analysis websites SocialMention and IceRocket they
found that Patagonia is more active on Twitter and generated more engagement with their
followers they were mentioned more than 240K tweets per day on average the majority of
the tweets were positive Yet the brand even receives more likes and retweets than its main
competitor The North Face this shows the brand strong engagement and loyal fan base as
described by (Adamovic et al 2016)
In overall Patagonia social media engagement was 31 posts on Facebook 210 tweets on
Twitter 58 photos on Instagram and 56 videos on YouTube McLaughlin (2018) highlights
that the brand maintains their support to environmental and social causes keeping a
consistent voice that reinforces their mission statement and values they promise to keep
doing responsible practices regarding sustainable procedures and recycled materials
Chapter 6 Conclusions and Further Work
Based on the findings of this case study the following conclusions are drawn
Given the finding results the researcher retain that sustainable can engage with
customers and have a higher brand engagement than non-sustainable brands In fact the triple
bottom line can help and support the implementation of sustainable business practices which
are fundamental to put into operation the principles of corporate social responsibility
Patagonias essential non-traditional campaigns set the difference to how other retail
brands should embrace environmental responsibility what makes Patagonia a pioneer in the
Paola Pena Lozada Page 22
business Although Patagonias anti-consumerism practices perform the opposite of what
traditional marketing strategies outlining its fruitful methodology of putting the planet before
company profit Furthermore by integrating political and anti-consumerism promotion in its
advertising strategies over social media and website Patagonia provokes controversy while at
the same time engage with their audience and urge them to take action for environmental and
social issues
Patagonia builds ethical awareness through marketing strategies by interfacing its
connecting its buyers to its brand Its mission is strongly recognizable through its business
model as a whole making it clear the reason they are in business is to save the planet Their
values are aligning with their corporate social responsibility creating a solid relationship
between Patagonia and their audience As indicated in the findings the more an organization
esteems and follows up on environmental and social protection efforts the higher their
consumer support As a result Patagonia is the leader in outdoor clothing by putting the
planet over profit wandering endlessly from anti-consumerism and exemplary lucrative
standards
Patagonia uses green marketing and social media platforms to build and maintain
brand loyalty among their audience Their strategy on social media platforms are not just to
sell their products they are promoting a lifestyle by telling stories through their audiencersquos
pictures and videos as well transparently storytelling of their supply chain practices and
investments for environmental activist organizations
According to the findings Patagonia most suitable social media platform to drive
sustainability is not clear as the brand use each platform to create ethical awareness
However Patagonia shows more engagement on their Twitter account directly to their
social political and environmental causes They engage with other environmental
organizations by retweeting them they have been mentioned thousands of time a day by
other accounts and even showing disagreement to faced environmental problems with the
American government
Further work
The restrictions of the case study open opportunities for new examinations in the
field As the researcher claims that both questions needs to be subject to further research it
Paola Pena Lozada Page 23
will be consider doing interviews to have a primary source such as interviewing members of
Patagonia staff and other sustainable organizations to have second opinions Future research
could apply triple bottom line on their business model In addition the researcher
recommends that future studies could utilize distinctive research techniques to investigate the
full degree of sustainable business
Chapter 7 Critical Self-Review
The researcher was confronted with a couple of limitations that affected this
examination Firstly the research was restricted to utilizing strictly online resources so as to
assemble fundamental and applicable data for the study This could create error of data or
bias that could be possibly useful to the study Secondly talking with Patagonia workers or
visiting the Patagonia shop in Dublin would have been a useful strategy to answer the second
question as the information is not clear on website searches Thirdly the researcher had
study Patagonia in previous semester this could generate an inclination on the side of
Patagonia beliefs and practices As well the researcher has a tendency of supporting
sustainable business this could be taken as a bias that acts as a restriction of the study
Finally the study was essentially assembled using qualitative research implying that the
researcher depended for the most part on online research base on Patagonia and other
sustainable brands This restricted the capacity to give measurable proof to help the
researches findings
Paola Pena Lozada Page 24
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- How Patagonia apply Triple Bottom Line in their marketing strategy
- What_is_Customer_Journey_Mapping_amp_Why_i
-
Paola Pena Lozada Page 16
protecting bears ears was watched 112852 views in two weeks the brand emphasizes their
loyalty to corporate social responsibility and their target audience Therefore brand content
generates actions that contribute to brand engagement
In addition MacKinnon (2015) explains that the Worn Wear is a campaign to extend
the life of Patagoniarsquos products and to encourage discussions about harming the planet by a
global economy that depends on consumerism Instead the brand provides customers with the
chance to have their Patagonia garments repaired or trade in order to receive credit to buy a
new or used garment Alongside Vogl (2015) explains that Patagonia constructed a
sustainable truck to travel around America and repair clothes on the way during the journey
the truck served as a storyteller in a way that customer engaged even more with the brand by
sharing their experiences Collier (2018) states that the campaign congregates up to 11075
attendants in total making it a success for the company
Nevertheless anti-consumerism marketing strategy encourage customer to think not to
buy Penhollow (2015) adds that as well helps Patagonia to build brand awareness outside
and inside its community of followers as a result the company sees double-digit annual
growth As a result of Worn Wear success campaign Patagonia created a website where
clients can buy thrifted Patagonia clothing as described by Patagonia (2020) At the same
time customer can shared their experiences on the website through the section The Stories
We Wear Baillargeon (2016) states that this offers customers the chance to share
memorable experiences and moments wearing the brandrsquos garments and how Worn Wear
has given their garments another opportunity
On the other hand Patagonia every two years has held the ldquoTools Conferencesrdquo by
throughout training an entire generation of activists Patagonia (1997) highlights that they
gather leaders to share their experiences with advocates from grassroots environmental
groups which Patagonia has associated through their donations programs Moreover
Patagonia (2017) states that the brand imparts their wisdom even on those who are not
Patagoniarsquos customer any individual can request a representative from Patagonia to talk at
events This is a piece of Patagonias strategic shows how passionate they are about what they
have believed in
Paola Pena Lozada Page 17
Moreover the brand is getting their message all around the world even for those who are
not advocated saving the planet McLaughlin (2018) affirms that the conferencersquos goal is to
motivate their audience and empower them to create ideas regarding how they can contribute
to face the environmental crisis Nevertheless Patagonia is enthusiastic about connecting
with each one of the individuals who visit their site and continually want feedback on how to
be a better brand Certainly according to Clarke (2006) Patagonia applies Triple Bottom Line
approach by keeping people planet and profit at the core of what they do This causes
customer to be part of the procedures and for instance in makes them more engaged with the
brand
Furthermore North Face is an outdoor brand that is very similar to Patagonia although
North Face share similar values regarding saving the wilderness the brand is more engaged
to drive advertising that increase annuals profit and consumer-based as explained by
Timbrook (2020) On the contrary Meltzer (2017) highlights that Patagonia is more focused
on reducing their footprint applying strict environmental guidelines on material recycling
and encouraging consumers to take actions over the planet
Patagoniarsquos owner believes that the key of their business success is that purpose is not
taken as a strategy rather is the purpose of why the brand exists Robertson (2019) explains
that in the sense of Patagonia their mission statement is clear they are in business to save the
world He stated that purpose impacts beliefs and values which then impact directly to his
employeesrsquo behaviour as well as his customers
Patagoniarsquos ant-consumerism strategy increase brand awareness as their values are
aligned with environmental and social causes and target market creating a strong relationship
between them According to (Zhao et al 2016) the more companiesrsquo values are aligned with
environmental protection the higher the consumer respond for their products making long-
term profits for the company Hence Patagonia efforts on corporate social responsibility and
ripple bottom line approach are reflected as story of the brandrsquo mission and values which are
clearly recognizable all through its business plan as a whole as discussed by Kelley (2015)
Paola Pena Lozada Page 18
2 An evaluation of Patagonia most appropriate social media platform (YouTube
Facebook and Instagram) from driving the sustainability
Over the most recent decade sustainability and social media have been playing an
increasingly significant job in the manner that organizations talk about themselves Carpenter
and Takahashi (2016) state that together social media and sustainability have opened a new
path to push companies to revaluate their role in society and how their business activities
affect the planet Thus leading to new levels of transparency higher commitment aligned
between companies people and communities as described by Cushman (2014)
According to Verde (2014) social media provides a large number of advantages
including customer trust for companies involved in sustainability they must be able to
adequately convey their efforts Thus social media can benefit sustainable organisations to
communicate effectively while increasing their brand reputation However Dossa (2020)
suggest that engaging sustainability not only includes sharing information perhaps the most
significant part is to engage and listen to their stakeholders are essentials elements for
efficient communication which makes social a great tool to transmit such interactive
dialogues
Conversely Mainwaring (2011) highlights that social media can be used as a strong
weapon against those companies that are not committed to the environment and are harming
the planet For instance people and sustainable organisation are using social media to force
businesses adopting environmental practices by changing their corporate behaviour around
the world as well as putting pressure on governments to act on the environmental changes as
described by (Ali et al 2015)
Moreover Genc (2017) suggest that organisations must then select proper channels to
communicate their efforts on environmental and social causes engaging with the right
audience through the amount of advertisements that are distributed in all social media
platforms while competing for userrsquos attention According to Chaffey (2020) there are 380
billion monthly active users on social media what makes sustainable growth stands out in a
digitalized vast world rather than just presenting reports of sustainability A company like
HampM have raised the social media fails to successfully engage with their audience on their
sustainable efforts
Paola Pena Lozada Page 19
According to Wood (2016) HampM has been applying a solid campaign on social media to
raise awareness of the environmental issues caused by the fast fashion industry using the
hashtag WorldRecycleWeek HampM urged consumers to recycle unwanted garments at their
stores Although many consumers have questioned their corporate behaviour the brand is
seen as green-washing However they used their social media to engage with the critics and
respond openly through exposure and consciousness of their sustainability efforts as stated by
Segran (2019)
On the other hand Hughes (2016) says that Tomrsquos shoes frequently use social media to
raise social issues once a year they promote the hashtag withoutshoes Tomsrsquo campaign
One Day without Shoes bring awareness about childrenrsquos health in 2015 they gave over
27000 shoes to children in need According to Erskine (2020) the challenge is to understand
how to successfully engage with their target audience on sustainable topics using appropriate
social media platforms For instance sustainable brands have been much slower to adapt in
the digitalised world however they are finding ways to drive engagement on critical issues
such as the use of social media as suggested by Osburg and Lohrmann (2017)
In the case of Patagonia Drawbridge (2018) suggests that the brand purpose and
storytelling plays a significant role in their non-conventional green marketing to build brand
loyalty with its consumers According to Engagement Labs Patagonia (2016 cited in Briggs
2016) enlists user-generated content through images videos landscapes stories to promote
and gain the most Sonsev (2019) argues that rather than advertising its garments the brand
uses campaigns to educate their audience by sharing environmental and social issues
encouraging buyers to lower their carbon footprint and create awareness of consumerism by
continuously linking back to its core values and mission
Furthermore Boniface (2019) adds that Patagonia utilizes social platforms to share data
on new developments in innovation While numerous individuals are against seeing
commercials on social media supporters of the environment and many others would be less
opposed to seeing data on ecological and social issues Thangavelu (2020) suggests that this
gives Patagonia an advantage in its capacity to market to clients without appearing to be
repressive Moreover Beer (2018) explains that Patagonia utilizes different social media
platforms such as Facebook YouTube Instagram Twitter and a Blog they are not all
Paola Pena Lozada Page 20
posting about very similar things their marketing approach is to post different information
between them Their target audience are the generation X and millennials who have
disposable income the brand cares more about quality instead of quantity and appreciate the
value in spending more money for a piece of garment that will last longer as described by
Klara (2016)
However when it comes to events they use all the platforms to advertise Influencer
Marketing Hub (2020) explains that Patagonia knows how to match ads with its target
audience on Facebook where they have 17 million followers Torossian (2011) adds that
followers can discover blogs of adventurers outdoorsman and environmentalists post related
to social and environmental groups and events pages In fact in 2016 the brand had the
highest engagement score between among sports apparel brands on Facebook as highlighted
by Briggs (2016)
Whereas on Instagram Patagonia have 44 million followers they are more focus on
posting charming photos mostly taken by their customer wearing the garments and outdoor
adventures a great strategy of connecting with Patagoniarsquos loyal audience as explained by
Berger (2016) According to Zhukova (2016) Patagonias partnership help builds a strong
engagement with their audiences such as photographer and adventures like Mikey Schaefer
and Austin Siadak One of the most engaging posts in 2016 mentioned both of them thus
Instagram post is most engaging using user handle and geo-tagger as increase engagement by
79 as indicated by Hootsuite (2020)
On the other hand Think Media Consult (2018) states that Patagoniarsquos YouTube channel
has more than 191k followers and 32 million views their videos are related to outdoor
adventures such as snowboarding skiing surfing climbing and campaign like Worn Wear
Harper (2018) highlights that Patagonia makes sure their videos tell stories rather than just
sell products the brand story is essentially told through what they focus their cameras around
on and that excitement is influenced any video or production approach The brand also post
videos explaining the process of their garment However the audience shows more
engagement on the outdoors sports videos
Moreover on Twitter the brand has 458K followers Dailey (2018) states that this is the
platform where they show more engagement directly to their social political and
Paola Pena Lozada Page 21
environmental views Their strategy is to also retweet from accounts such as Natural
Resources Defence Council Ceres News and the Environmental Defence Fund According to
Gelles (2018) President Trump announced in 2017 the size reduction of two national
monuments Bears Ears and Grand Staircase Escalante National Monuments Patagonia has
been actively involved in the preservation of Bears Ears since 2012 of the preservation
As a result Gelles (2018) adds that Patagonia took twitter to show their disagreement
ldquoThe President Stole Your Landrdquo and filed a lawsuit against the Ryan Zinke the secretary of
agriculture the chief of the Forest Service and the director of the Bureau of Land
Management Furthermore a study was taken by (Adamovic et al 2016) between November
20 2015 and January 20 2016 using analysis websites SocialMention and IceRocket they
found that Patagonia is more active on Twitter and generated more engagement with their
followers they were mentioned more than 240K tweets per day on average the majority of
the tweets were positive Yet the brand even receives more likes and retweets than its main
competitor The North Face this shows the brand strong engagement and loyal fan base as
described by (Adamovic et al 2016)
In overall Patagonia social media engagement was 31 posts on Facebook 210 tweets on
Twitter 58 photos on Instagram and 56 videos on YouTube McLaughlin (2018) highlights
that the brand maintains their support to environmental and social causes keeping a
consistent voice that reinforces their mission statement and values they promise to keep
doing responsible practices regarding sustainable procedures and recycled materials
Chapter 6 Conclusions and Further Work
Based on the findings of this case study the following conclusions are drawn
Given the finding results the researcher retain that sustainable can engage with
customers and have a higher brand engagement than non-sustainable brands In fact the triple
bottom line can help and support the implementation of sustainable business practices which
are fundamental to put into operation the principles of corporate social responsibility
Patagonias essential non-traditional campaigns set the difference to how other retail
brands should embrace environmental responsibility what makes Patagonia a pioneer in the
Paola Pena Lozada Page 22
business Although Patagonias anti-consumerism practices perform the opposite of what
traditional marketing strategies outlining its fruitful methodology of putting the planet before
company profit Furthermore by integrating political and anti-consumerism promotion in its
advertising strategies over social media and website Patagonia provokes controversy while at
the same time engage with their audience and urge them to take action for environmental and
social issues
Patagonia builds ethical awareness through marketing strategies by interfacing its
connecting its buyers to its brand Its mission is strongly recognizable through its business
model as a whole making it clear the reason they are in business is to save the planet Their
values are aligning with their corporate social responsibility creating a solid relationship
between Patagonia and their audience As indicated in the findings the more an organization
esteems and follows up on environmental and social protection efforts the higher their
consumer support As a result Patagonia is the leader in outdoor clothing by putting the
planet over profit wandering endlessly from anti-consumerism and exemplary lucrative
standards
Patagonia uses green marketing and social media platforms to build and maintain
brand loyalty among their audience Their strategy on social media platforms are not just to
sell their products they are promoting a lifestyle by telling stories through their audiencersquos
pictures and videos as well transparently storytelling of their supply chain practices and
investments for environmental activist organizations
According to the findings Patagonia most suitable social media platform to drive
sustainability is not clear as the brand use each platform to create ethical awareness
However Patagonia shows more engagement on their Twitter account directly to their
social political and environmental causes They engage with other environmental
organizations by retweeting them they have been mentioned thousands of time a day by
other accounts and even showing disagreement to faced environmental problems with the
American government
Further work
The restrictions of the case study open opportunities for new examinations in the
field As the researcher claims that both questions needs to be subject to further research it
Paola Pena Lozada Page 23
will be consider doing interviews to have a primary source such as interviewing members of
Patagonia staff and other sustainable organizations to have second opinions Future research
could apply triple bottom line on their business model In addition the researcher
recommends that future studies could utilize distinctive research techniques to investigate the
full degree of sustainable business
Chapter 7 Critical Self-Review
The researcher was confronted with a couple of limitations that affected this
examination Firstly the research was restricted to utilizing strictly online resources so as to
assemble fundamental and applicable data for the study This could create error of data or
bias that could be possibly useful to the study Secondly talking with Patagonia workers or
visiting the Patagonia shop in Dublin would have been a useful strategy to answer the second
question as the information is not clear on website searches Thirdly the researcher had
study Patagonia in previous semester this could generate an inclination on the side of
Patagonia beliefs and practices As well the researcher has a tendency of supporting
sustainable business this could be taken as a bias that acts as a restriction of the study
Finally the study was essentially assembled using qualitative research implying that the
researcher depended for the most part on online research base on Patagonia and other
sustainable brands This restricted the capacity to give measurable proof to help the
researches findings
Paola Pena Lozada Page 24
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[Accessed 29 April 2020]
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Paola Pena Lozada Page 34
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Paola Pena Lozada Page 35
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Paola Pena Lozada Page 39
- How Patagonia apply Triple Bottom Line in their marketing strategy
- What_is_Customer_Journey_Mapping_amp_Why_i
-
Paola Pena Lozada Page 17
Moreover the brand is getting their message all around the world even for those who are
not advocated saving the planet McLaughlin (2018) affirms that the conferencersquos goal is to
motivate their audience and empower them to create ideas regarding how they can contribute
to face the environmental crisis Nevertheless Patagonia is enthusiastic about connecting
with each one of the individuals who visit their site and continually want feedback on how to
be a better brand Certainly according to Clarke (2006) Patagonia applies Triple Bottom Line
approach by keeping people planet and profit at the core of what they do This causes
customer to be part of the procedures and for instance in makes them more engaged with the
brand
Furthermore North Face is an outdoor brand that is very similar to Patagonia although
North Face share similar values regarding saving the wilderness the brand is more engaged
to drive advertising that increase annuals profit and consumer-based as explained by
Timbrook (2020) On the contrary Meltzer (2017) highlights that Patagonia is more focused
on reducing their footprint applying strict environmental guidelines on material recycling
and encouraging consumers to take actions over the planet
Patagoniarsquos owner believes that the key of their business success is that purpose is not
taken as a strategy rather is the purpose of why the brand exists Robertson (2019) explains
that in the sense of Patagonia their mission statement is clear they are in business to save the
world He stated that purpose impacts beliefs and values which then impact directly to his
employeesrsquo behaviour as well as his customers
Patagoniarsquos ant-consumerism strategy increase brand awareness as their values are
aligned with environmental and social causes and target market creating a strong relationship
between them According to (Zhao et al 2016) the more companiesrsquo values are aligned with
environmental protection the higher the consumer respond for their products making long-
term profits for the company Hence Patagonia efforts on corporate social responsibility and
ripple bottom line approach are reflected as story of the brandrsquo mission and values which are
clearly recognizable all through its business plan as a whole as discussed by Kelley (2015)
Paola Pena Lozada Page 18
2 An evaluation of Patagonia most appropriate social media platform (YouTube
Facebook and Instagram) from driving the sustainability
Over the most recent decade sustainability and social media have been playing an
increasingly significant job in the manner that organizations talk about themselves Carpenter
and Takahashi (2016) state that together social media and sustainability have opened a new
path to push companies to revaluate their role in society and how their business activities
affect the planet Thus leading to new levels of transparency higher commitment aligned
between companies people and communities as described by Cushman (2014)
According to Verde (2014) social media provides a large number of advantages
including customer trust for companies involved in sustainability they must be able to
adequately convey their efforts Thus social media can benefit sustainable organisations to
communicate effectively while increasing their brand reputation However Dossa (2020)
suggest that engaging sustainability not only includes sharing information perhaps the most
significant part is to engage and listen to their stakeholders are essentials elements for
efficient communication which makes social a great tool to transmit such interactive
dialogues
Conversely Mainwaring (2011) highlights that social media can be used as a strong
weapon against those companies that are not committed to the environment and are harming
the planet For instance people and sustainable organisation are using social media to force
businesses adopting environmental practices by changing their corporate behaviour around
the world as well as putting pressure on governments to act on the environmental changes as
described by (Ali et al 2015)
Moreover Genc (2017) suggest that organisations must then select proper channels to
communicate their efforts on environmental and social causes engaging with the right
audience through the amount of advertisements that are distributed in all social media
platforms while competing for userrsquos attention According to Chaffey (2020) there are 380
billion monthly active users on social media what makes sustainable growth stands out in a
digitalized vast world rather than just presenting reports of sustainability A company like
HampM have raised the social media fails to successfully engage with their audience on their
sustainable efforts
Paola Pena Lozada Page 19
According to Wood (2016) HampM has been applying a solid campaign on social media to
raise awareness of the environmental issues caused by the fast fashion industry using the
hashtag WorldRecycleWeek HampM urged consumers to recycle unwanted garments at their
stores Although many consumers have questioned their corporate behaviour the brand is
seen as green-washing However they used their social media to engage with the critics and
respond openly through exposure and consciousness of their sustainability efforts as stated by
Segran (2019)
On the other hand Hughes (2016) says that Tomrsquos shoes frequently use social media to
raise social issues once a year they promote the hashtag withoutshoes Tomsrsquo campaign
One Day without Shoes bring awareness about childrenrsquos health in 2015 they gave over
27000 shoes to children in need According to Erskine (2020) the challenge is to understand
how to successfully engage with their target audience on sustainable topics using appropriate
social media platforms For instance sustainable brands have been much slower to adapt in
the digitalised world however they are finding ways to drive engagement on critical issues
such as the use of social media as suggested by Osburg and Lohrmann (2017)
In the case of Patagonia Drawbridge (2018) suggests that the brand purpose and
storytelling plays a significant role in their non-conventional green marketing to build brand
loyalty with its consumers According to Engagement Labs Patagonia (2016 cited in Briggs
2016) enlists user-generated content through images videos landscapes stories to promote
and gain the most Sonsev (2019) argues that rather than advertising its garments the brand
uses campaigns to educate their audience by sharing environmental and social issues
encouraging buyers to lower their carbon footprint and create awareness of consumerism by
continuously linking back to its core values and mission
Furthermore Boniface (2019) adds that Patagonia utilizes social platforms to share data
on new developments in innovation While numerous individuals are against seeing
commercials on social media supporters of the environment and many others would be less
opposed to seeing data on ecological and social issues Thangavelu (2020) suggests that this
gives Patagonia an advantage in its capacity to market to clients without appearing to be
repressive Moreover Beer (2018) explains that Patagonia utilizes different social media
platforms such as Facebook YouTube Instagram Twitter and a Blog they are not all
Paola Pena Lozada Page 20
posting about very similar things their marketing approach is to post different information
between them Their target audience are the generation X and millennials who have
disposable income the brand cares more about quality instead of quantity and appreciate the
value in spending more money for a piece of garment that will last longer as described by
Klara (2016)
However when it comes to events they use all the platforms to advertise Influencer
Marketing Hub (2020) explains that Patagonia knows how to match ads with its target
audience on Facebook where they have 17 million followers Torossian (2011) adds that
followers can discover blogs of adventurers outdoorsman and environmentalists post related
to social and environmental groups and events pages In fact in 2016 the brand had the
highest engagement score between among sports apparel brands on Facebook as highlighted
by Briggs (2016)
Whereas on Instagram Patagonia have 44 million followers they are more focus on
posting charming photos mostly taken by their customer wearing the garments and outdoor
adventures a great strategy of connecting with Patagoniarsquos loyal audience as explained by
Berger (2016) According to Zhukova (2016) Patagonias partnership help builds a strong
engagement with their audiences such as photographer and adventures like Mikey Schaefer
and Austin Siadak One of the most engaging posts in 2016 mentioned both of them thus
Instagram post is most engaging using user handle and geo-tagger as increase engagement by
79 as indicated by Hootsuite (2020)
On the other hand Think Media Consult (2018) states that Patagoniarsquos YouTube channel
has more than 191k followers and 32 million views their videos are related to outdoor
adventures such as snowboarding skiing surfing climbing and campaign like Worn Wear
Harper (2018) highlights that Patagonia makes sure their videos tell stories rather than just
sell products the brand story is essentially told through what they focus their cameras around
on and that excitement is influenced any video or production approach The brand also post
videos explaining the process of their garment However the audience shows more
engagement on the outdoors sports videos
Moreover on Twitter the brand has 458K followers Dailey (2018) states that this is the
platform where they show more engagement directly to their social political and
Paola Pena Lozada Page 21
environmental views Their strategy is to also retweet from accounts such as Natural
Resources Defence Council Ceres News and the Environmental Defence Fund According to
Gelles (2018) President Trump announced in 2017 the size reduction of two national
monuments Bears Ears and Grand Staircase Escalante National Monuments Patagonia has
been actively involved in the preservation of Bears Ears since 2012 of the preservation
As a result Gelles (2018) adds that Patagonia took twitter to show their disagreement
ldquoThe President Stole Your Landrdquo and filed a lawsuit against the Ryan Zinke the secretary of
agriculture the chief of the Forest Service and the director of the Bureau of Land
Management Furthermore a study was taken by (Adamovic et al 2016) between November
20 2015 and January 20 2016 using analysis websites SocialMention and IceRocket they
found that Patagonia is more active on Twitter and generated more engagement with their
followers they were mentioned more than 240K tweets per day on average the majority of
the tweets were positive Yet the brand even receives more likes and retweets than its main
competitor The North Face this shows the brand strong engagement and loyal fan base as
described by (Adamovic et al 2016)
In overall Patagonia social media engagement was 31 posts on Facebook 210 tweets on
Twitter 58 photos on Instagram and 56 videos on YouTube McLaughlin (2018) highlights
that the brand maintains their support to environmental and social causes keeping a
consistent voice that reinforces their mission statement and values they promise to keep
doing responsible practices regarding sustainable procedures and recycled materials
Chapter 6 Conclusions and Further Work
Based on the findings of this case study the following conclusions are drawn
Given the finding results the researcher retain that sustainable can engage with
customers and have a higher brand engagement than non-sustainable brands In fact the triple
bottom line can help and support the implementation of sustainable business practices which
are fundamental to put into operation the principles of corporate social responsibility
Patagonias essential non-traditional campaigns set the difference to how other retail
brands should embrace environmental responsibility what makes Patagonia a pioneer in the
Paola Pena Lozada Page 22
business Although Patagonias anti-consumerism practices perform the opposite of what
traditional marketing strategies outlining its fruitful methodology of putting the planet before
company profit Furthermore by integrating political and anti-consumerism promotion in its
advertising strategies over social media and website Patagonia provokes controversy while at
the same time engage with their audience and urge them to take action for environmental and
social issues
Patagonia builds ethical awareness through marketing strategies by interfacing its
connecting its buyers to its brand Its mission is strongly recognizable through its business
model as a whole making it clear the reason they are in business is to save the planet Their
values are aligning with their corporate social responsibility creating a solid relationship
between Patagonia and their audience As indicated in the findings the more an organization
esteems and follows up on environmental and social protection efforts the higher their
consumer support As a result Patagonia is the leader in outdoor clothing by putting the
planet over profit wandering endlessly from anti-consumerism and exemplary lucrative
standards
Patagonia uses green marketing and social media platforms to build and maintain
brand loyalty among their audience Their strategy on social media platforms are not just to
sell their products they are promoting a lifestyle by telling stories through their audiencersquos
pictures and videos as well transparently storytelling of their supply chain practices and
investments for environmental activist organizations
According to the findings Patagonia most suitable social media platform to drive
sustainability is not clear as the brand use each platform to create ethical awareness
However Patagonia shows more engagement on their Twitter account directly to their
social political and environmental causes They engage with other environmental
organizations by retweeting them they have been mentioned thousands of time a day by
other accounts and even showing disagreement to faced environmental problems with the
American government
Further work
The restrictions of the case study open opportunities for new examinations in the
field As the researcher claims that both questions needs to be subject to further research it
Paola Pena Lozada Page 23
will be consider doing interviews to have a primary source such as interviewing members of
Patagonia staff and other sustainable organizations to have second opinions Future research
could apply triple bottom line on their business model In addition the researcher
recommends that future studies could utilize distinctive research techniques to investigate the
full degree of sustainable business
Chapter 7 Critical Self-Review
The researcher was confronted with a couple of limitations that affected this
examination Firstly the research was restricted to utilizing strictly online resources so as to
assemble fundamental and applicable data for the study This could create error of data or
bias that could be possibly useful to the study Secondly talking with Patagonia workers or
visiting the Patagonia shop in Dublin would have been a useful strategy to answer the second
question as the information is not clear on website searches Thirdly the researcher had
study Patagonia in previous semester this could generate an inclination on the side of
Patagonia beliefs and practices As well the researcher has a tendency of supporting
sustainable business this could be taken as a bias that acts as a restriction of the study
Finally the study was essentially assembled using qualitative research implying that the
researcher depended for the most part on online research base on Patagonia and other
sustainable brands This restricted the capacity to give measurable proof to help the
researches findings
Paola Pena Lozada Page 24
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Paola Pena Lozada Page 32
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Paola Pena Lozada Page 37
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Zhukova K 2016 How 4 Top Instagram Brands Keep Their Competitive Advantage
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Paola Pena Lozada Page 39
- How Patagonia apply Triple Bottom Line in their marketing strategy
- What_is_Customer_Journey_Mapping_amp_Why_i
-
Paola Pena Lozada Page 18
2 An evaluation of Patagonia most appropriate social media platform (YouTube
Facebook and Instagram) from driving the sustainability
Over the most recent decade sustainability and social media have been playing an
increasingly significant job in the manner that organizations talk about themselves Carpenter
and Takahashi (2016) state that together social media and sustainability have opened a new
path to push companies to revaluate their role in society and how their business activities
affect the planet Thus leading to new levels of transparency higher commitment aligned
between companies people and communities as described by Cushman (2014)
According to Verde (2014) social media provides a large number of advantages
including customer trust for companies involved in sustainability they must be able to
adequately convey their efforts Thus social media can benefit sustainable organisations to
communicate effectively while increasing their brand reputation However Dossa (2020)
suggest that engaging sustainability not only includes sharing information perhaps the most
significant part is to engage and listen to their stakeholders are essentials elements for
efficient communication which makes social a great tool to transmit such interactive
dialogues
Conversely Mainwaring (2011) highlights that social media can be used as a strong
weapon against those companies that are not committed to the environment and are harming
the planet For instance people and sustainable organisation are using social media to force
businesses adopting environmental practices by changing their corporate behaviour around
the world as well as putting pressure on governments to act on the environmental changes as
described by (Ali et al 2015)
Moreover Genc (2017) suggest that organisations must then select proper channels to
communicate their efforts on environmental and social causes engaging with the right
audience through the amount of advertisements that are distributed in all social media
platforms while competing for userrsquos attention According to Chaffey (2020) there are 380
billion monthly active users on social media what makes sustainable growth stands out in a
digitalized vast world rather than just presenting reports of sustainability A company like
HampM have raised the social media fails to successfully engage with their audience on their
sustainable efforts
Paola Pena Lozada Page 19
According to Wood (2016) HampM has been applying a solid campaign on social media to
raise awareness of the environmental issues caused by the fast fashion industry using the
hashtag WorldRecycleWeek HampM urged consumers to recycle unwanted garments at their
stores Although many consumers have questioned their corporate behaviour the brand is
seen as green-washing However they used their social media to engage with the critics and
respond openly through exposure and consciousness of their sustainability efforts as stated by
Segran (2019)
On the other hand Hughes (2016) says that Tomrsquos shoes frequently use social media to
raise social issues once a year they promote the hashtag withoutshoes Tomsrsquo campaign
One Day without Shoes bring awareness about childrenrsquos health in 2015 they gave over
27000 shoes to children in need According to Erskine (2020) the challenge is to understand
how to successfully engage with their target audience on sustainable topics using appropriate
social media platforms For instance sustainable brands have been much slower to adapt in
the digitalised world however they are finding ways to drive engagement on critical issues
such as the use of social media as suggested by Osburg and Lohrmann (2017)
In the case of Patagonia Drawbridge (2018) suggests that the brand purpose and
storytelling plays a significant role in their non-conventional green marketing to build brand
loyalty with its consumers According to Engagement Labs Patagonia (2016 cited in Briggs
2016) enlists user-generated content through images videos landscapes stories to promote
and gain the most Sonsev (2019) argues that rather than advertising its garments the brand
uses campaigns to educate their audience by sharing environmental and social issues
encouraging buyers to lower their carbon footprint and create awareness of consumerism by
continuously linking back to its core values and mission
Furthermore Boniface (2019) adds that Patagonia utilizes social platforms to share data
on new developments in innovation While numerous individuals are against seeing
commercials on social media supporters of the environment and many others would be less
opposed to seeing data on ecological and social issues Thangavelu (2020) suggests that this
gives Patagonia an advantage in its capacity to market to clients without appearing to be
repressive Moreover Beer (2018) explains that Patagonia utilizes different social media
platforms such as Facebook YouTube Instagram Twitter and a Blog they are not all
Paola Pena Lozada Page 20
posting about very similar things their marketing approach is to post different information
between them Their target audience are the generation X and millennials who have
disposable income the brand cares more about quality instead of quantity and appreciate the
value in spending more money for a piece of garment that will last longer as described by
Klara (2016)
However when it comes to events they use all the platforms to advertise Influencer
Marketing Hub (2020) explains that Patagonia knows how to match ads with its target
audience on Facebook where they have 17 million followers Torossian (2011) adds that
followers can discover blogs of adventurers outdoorsman and environmentalists post related
to social and environmental groups and events pages In fact in 2016 the brand had the
highest engagement score between among sports apparel brands on Facebook as highlighted
by Briggs (2016)
Whereas on Instagram Patagonia have 44 million followers they are more focus on
posting charming photos mostly taken by their customer wearing the garments and outdoor
adventures a great strategy of connecting with Patagoniarsquos loyal audience as explained by
Berger (2016) According to Zhukova (2016) Patagonias partnership help builds a strong
engagement with their audiences such as photographer and adventures like Mikey Schaefer
and Austin Siadak One of the most engaging posts in 2016 mentioned both of them thus
Instagram post is most engaging using user handle and geo-tagger as increase engagement by
79 as indicated by Hootsuite (2020)
On the other hand Think Media Consult (2018) states that Patagoniarsquos YouTube channel
has more than 191k followers and 32 million views their videos are related to outdoor
adventures such as snowboarding skiing surfing climbing and campaign like Worn Wear
Harper (2018) highlights that Patagonia makes sure their videos tell stories rather than just
sell products the brand story is essentially told through what they focus their cameras around
on and that excitement is influenced any video or production approach The brand also post
videos explaining the process of their garment However the audience shows more
engagement on the outdoors sports videos
Moreover on Twitter the brand has 458K followers Dailey (2018) states that this is the
platform where they show more engagement directly to their social political and
Paola Pena Lozada Page 21
environmental views Their strategy is to also retweet from accounts such as Natural
Resources Defence Council Ceres News and the Environmental Defence Fund According to
Gelles (2018) President Trump announced in 2017 the size reduction of two national
monuments Bears Ears and Grand Staircase Escalante National Monuments Patagonia has
been actively involved in the preservation of Bears Ears since 2012 of the preservation
As a result Gelles (2018) adds that Patagonia took twitter to show their disagreement
ldquoThe President Stole Your Landrdquo and filed a lawsuit against the Ryan Zinke the secretary of
agriculture the chief of the Forest Service and the director of the Bureau of Land
Management Furthermore a study was taken by (Adamovic et al 2016) between November
20 2015 and January 20 2016 using analysis websites SocialMention and IceRocket they
found that Patagonia is more active on Twitter and generated more engagement with their
followers they were mentioned more than 240K tweets per day on average the majority of
the tweets were positive Yet the brand even receives more likes and retweets than its main
competitor The North Face this shows the brand strong engagement and loyal fan base as
described by (Adamovic et al 2016)
In overall Patagonia social media engagement was 31 posts on Facebook 210 tweets on
Twitter 58 photos on Instagram and 56 videos on YouTube McLaughlin (2018) highlights
that the brand maintains their support to environmental and social causes keeping a
consistent voice that reinforces their mission statement and values they promise to keep
doing responsible practices regarding sustainable procedures and recycled materials
Chapter 6 Conclusions and Further Work
Based on the findings of this case study the following conclusions are drawn
Given the finding results the researcher retain that sustainable can engage with
customers and have a higher brand engagement than non-sustainable brands In fact the triple
bottom line can help and support the implementation of sustainable business practices which
are fundamental to put into operation the principles of corporate social responsibility
Patagonias essential non-traditional campaigns set the difference to how other retail
brands should embrace environmental responsibility what makes Patagonia a pioneer in the
Paola Pena Lozada Page 22
business Although Patagonias anti-consumerism practices perform the opposite of what
traditional marketing strategies outlining its fruitful methodology of putting the planet before
company profit Furthermore by integrating political and anti-consumerism promotion in its
advertising strategies over social media and website Patagonia provokes controversy while at
the same time engage with their audience and urge them to take action for environmental and
social issues
Patagonia builds ethical awareness through marketing strategies by interfacing its
connecting its buyers to its brand Its mission is strongly recognizable through its business
model as a whole making it clear the reason they are in business is to save the planet Their
values are aligning with their corporate social responsibility creating a solid relationship
between Patagonia and their audience As indicated in the findings the more an organization
esteems and follows up on environmental and social protection efforts the higher their
consumer support As a result Patagonia is the leader in outdoor clothing by putting the
planet over profit wandering endlessly from anti-consumerism and exemplary lucrative
standards
Patagonia uses green marketing and social media platforms to build and maintain
brand loyalty among their audience Their strategy on social media platforms are not just to
sell their products they are promoting a lifestyle by telling stories through their audiencersquos
pictures and videos as well transparently storytelling of their supply chain practices and
investments for environmental activist organizations
According to the findings Patagonia most suitable social media platform to drive
sustainability is not clear as the brand use each platform to create ethical awareness
However Patagonia shows more engagement on their Twitter account directly to their
social political and environmental causes They engage with other environmental
organizations by retweeting them they have been mentioned thousands of time a day by
other accounts and even showing disagreement to faced environmental problems with the
American government
Further work
The restrictions of the case study open opportunities for new examinations in the
field As the researcher claims that both questions needs to be subject to further research it
Paola Pena Lozada Page 23
will be consider doing interviews to have a primary source such as interviewing members of
Patagonia staff and other sustainable organizations to have second opinions Future research
could apply triple bottom line on their business model In addition the researcher
recommends that future studies could utilize distinctive research techniques to investigate the
full degree of sustainable business
Chapter 7 Critical Self-Review
The researcher was confronted with a couple of limitations that affected this
examination Firstly the research was restricted to utilizing strictly online resources so as to
assemble fundamental and applicable data for the study This could create error of data or
bias that could be possibly useful to the study Secondly talking with Patagonia workers or
visiting the Patagonia shop in Dublin would have been a useful strategy to answer the second
question as the information is not clear on website searches Thirdly the researcher had
study Patagonia in previous semester this could generate an inclination on the side of
Patagonia beliefs and practices As well the researcher has a tendency of supporting
sustainable business this could be taken as a bias that acts as a restriction of the study
Finally the study was essentially assembled using qualitative research implying that the
researcher depended for the most part on online research base on Patagonia and other
sustainable brands This restricted the capacity to give measurable proof to help the
researches findings
Paola Pena Lozada Page 24
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- How Patagonia apply Triple Bottom Line in their marketing strategy
- What_is_Customer_Journey_Mapping_amp_Why_i
-
Paola Pena Lozada Page 19
According to Wood (2016) HampM has been applying a solid campaign on social media to
raise awareness of the environmental issues caused by the fast fashion industry using the
hashtag WorldRecycleWeek HampM urged consumers to recycle unwanted garments at their
stores Although many consumers have questioned their corporate behaviour the brand is
seen as green-washing However they used their social media to engage with the critics and
respond openly through exposure and consciousness of their sustainability efforts as stated by
Segran (2019)
On the other hand Hughes (2016) says that Tomrsquos shoes frequently use social media to
raise social issues once a year they promote the hashtag withoutshoes Tomsrsquo campaign
One Day without Shoes bring awareness about childrenrsquos health in 2015 they gave over
27000 shoes to children in need According to Erskine (2020) the challenge is to understand
how to successfully engage with their target audience on sustainable topics using appropriate
social media platforms For instance sustainable brands have been much slower to adapt in
the digitalised world however they are finding ways to drive engagement on critical issues
such as the use of social media as suggested by Osburg and Lohrmann (2017)
In the case of Patagonia Drawbridge (2018) suggests that the brand purpose and
storytelling plays a significant role in their non-conventional green marketing to build brand
loyalty with its consumers According to Engagement Labs Patagonia (2016 cited in Briggs
2016) enlists user-generated content through images videos landscapes stories to promote
and gain the most Sonsev (2019) argues that rather than advertising its garments the brand
uses campaigns to educate their audience by sharing environmental and social issues
encouraging buyers to lower their carbon footprint and create awareness of consumerism by
continuously linking back to its core values and mission
Furthermore Boniface (2019) adds that Patagonia utilizes social platforms to share data
on new developments in innovation While numerous individuals are against seeing
commercials on social media supporters of the environment and many others would be less
opposed to seeing data on ecological and social issues Thangavelu (2020) suggests that this
gives Patagonia an advantage in its capacity to market to clients without appearing to be
repressive Moreover Beer (2018) explains that Patagonia utilizes different social media
platforms such as Facebook YouTube Instagram Twitter and a Blog they are not all
Paola Pena Lozada Page 20
posting about very similar things their marketing approach is to post different information
between them Their target audience are the generation X and millennials who have
disposable income the brand cares more about quality instead of quantity and appreciate the
value in spending more money for a piece of garment that will last longer as described by
Klara (2016)
However when it comes to events they use all the platforms to advertise Influencer
Marketing Hub (2020) explains that Patagonia knows how to match ads with its target
audience on Facebook where they have 17 million followers Torossian (2011) adds that
followers can discover blogs of adventurers outdoorsman and environmentalists post related
to social and environmental groups and events pages In fact in 2016 the brand had the
highest engagement score between among sports apparel brands on Facebook as highlighted
by Briggs (2016)
Whereas on Instagram Patagonia have 44 million followers they are more focus on
posting charming photos mostly taken by their customer wearing the garments and outdoor
adventures a great strategy of connecting with Patagoniarsquos loyal audience as explained by
Berger (2016) According to Zhukova (2016) Patagonias partnership help builds a strong
engagement with their audiences such as photographer and adventures like Mikey Schaefer
and Austin Siadak One of the most engaging posts in 2016 mentioned both of them thus
Instagram post is most engaging using user handle and geo-tagger as increase engagement by
79 as indicated by Hootsuite (2020)
On the other hand Think Media Consult (2018) states that Patagoniarsquos YouTube channel
has more than 191k followers and 32 million views their videos are related to outdoor
adventures such as snowboarding skiing surfing climbing and campaign like Worn Wear
Harper (2018) highlights that Patagonia makes sure their videos tell stories rather than just
sell products the brand story is essentially told through what they focus their cameras around
on and that excitement is influenced any video or production approach The brand also post
videos explaining the process of their garment However the audience shows more
engagement on the outdoors sports videos
Moreover on Twitter the brand has 458K followers Dailey (2018) states that this is the
platform where they show more engagement directly to their social political and
Paola Pena Lozada Page 21
environmental views Their strategy is to also retweet from accounts such as Natural
Resources Defence Council Ceres News and the Environmental Defence Fund According to
Gelles (2018) President Trump announced in 2017 the size reduction of two national
monuments Bears Ears and Grand Staircase Escalante National Monuments Patagonia has
been actively involved in the preservation of Bears Ears since 2012 of the preservation
As a result Gelles (2018) adds that Patagonia took twitter to show their disagreement
ldquoThe President Stole Your Landrdquo and filed a lawsuit against the Ryan Zinke the secretary of
agriculture the chief of the Forest Service and the director of the Bureau of Land
Management Furthermore a study was taken by (Adamovic et al 2016) between November
20 2015 and January 20 2016 using analysis websites SocialMention and IceRocket they
found that Patagonia is more active on Twitter and generated more engagement with their
followers they were mentioned more than 240K tweets per day on average the majority of
the tweets were positive Yet the brand even receives more likes and retweets than its main
competitor The North Face this shows the brand strong engagement and loyal fan base as
described by (Adamovic et al 2016)
In overall Patagonia social media engagement was 31 posts on Facebook 210 tweets on
Twitter 58 photos on Instagram and 56 videos on YouTube McLaughlin (2018) highlights
that the brand maintains their support to environmental and social causes keeping a
consistent voice that reinforces their mission statement and values they promise to keep
doing responsible practices regarding sustainable procedures and recycled materials
Chapter 6 Conclusions and Further Work
Based on the findings of this case study the following conclusions are drawn
Given the finding results the researcher retain that sustainable can engage with
customers and have a higher brand engagement than non-sustainable brands In fact the triple
bottom line can help and support the implementation of sustainable business practices which
are fundamental to put into operation the principles of corporate social responsibility
Patagonias essential non-traditional campaigns set the difference to how other retail
brands should embrace environmental responsibility what makes Patagonia a pioneer in the
Paola Pena Lozada Page 22
business Although Patagonias anti-consumerism practices perform the opposite of what
traditional marketing strategies outlining its fruitful methodology of putting the planet before
company profit Furthermore by integrating political and anti-consumerism promotion in its
advertising strategies over social media and website Patagonia provokes controversy while at
the same time engage with their audience and urge them to take action for environmental and
social issues
Patagonia builds ethical awareness through marketing strategies by interfacing its
connecting its buyers to its brand Its mission is strongly recognizable through its business
model as a whole making it clear the reason they are in business is to save the planet Their
values are aligning with their corporate social responsibility creating a solid relationship
between Patagonia and their audience As indicated in the findings the more an organization
esteems and follows up on environmental and social protection efforts the higher their
consumer support As a result Patagonia is the leader in outdoor clothing by putting the
planet over profit wandering endlessly from anti-consumerism and exemplary lucrative
standards
Patagonia uses green marketing and social media platforms to build and maintain
brand loyalty among their audience Their strategy on social media platforms are not just to
sell their products they are promoting a lifestyle by telling stories through their audiencersquos
pictures and videos as well transparently storytelling of their supply chain practices and
investments for environmental activist organizations
According to the findings Patagonia most suitable social media platform to drive
sustainability is not clear as the brand use each platform to create ethical awareness
However Patagonia shows more engagement on their Twitter account directly to their
social political and environmental causes They engage with other environmental
organizations by retweeting them they have been mentioned thousands of time a day by
other accounts and even showing disagreement to faced environmental problems with the
American government
Further work
The restrictions of the case study open opportunities for new examinations in the
field As the researcher claims that both questions needs to be subject to further research it
Paola Pena Lozada Page 23
will be consider doing interviews to have a primary source such as interviewing members of
Patagonia staff and other sustainable organizations to have second opinions Future research
could apply triple bottom line on their business model In addition the researcher
recommends that future studies could utilize distinctive research techniques to investigate the
full degree of sustainable business
Chapter 7 Critical Self-Review
The researcher was confronted with a couple of limitations that affected this
examination Firstly the research was restricted to utilizing strictly online resources so as to
assemble fundamental and applicable data for the study This could create error of data or
bias that could be possibly useful to the study Secondly talking with Patagonia workers or
visiting the Patagonia shop in Dublin would have been a useful strategy to answer the second
question as the information is not clear on website searches Thirdly the researcher had
study Patagonia in previous semester this could generate an inclination on the side of
Patagonia beliefs and practices As well the researcher has a tendency of supporting
sustainable business this could be taken as a bias that acts as a restriction of the study
Finally the study was essentially assembled using qualitative research implying that the
researcher depended for the most part on online research base on Patagonia and other
sustainable brands This restricted the capacity to give measurable proof to help the
researches findings
Paola Pena Lozada Page 24
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Paola Pena Lozada Page 36
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Paola Pena Lozada Page 37
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Paola Pena Lozada Page 39
- How Patagonia apply Triple Bottom Line in their marketing strategy
- What_is_Customer_Journey_Mapping_amp_Why_i
-
Paola Pena Lozada Page 20
posting about very similar things their marketing approach is to post different information
between them Their target audience are the generation X and millennials who have
disposable income the brand cares more about quality instead of quantity and appreciate the
value in spending more money for a piece of garment that will last longer as described by
Klara (2016)
However when it comes to events they use all the platforms to advertise Influencer
Marketing Hub (2020) explains that Patagonia knows how to match ads with its target
audience on Facebook where they have 17 million followers Torossian (2011) adds that
followers can discover blogs of adventurers outdoorsman and environmentalists post related
to social and environmental groups and events pages In fact in 2016 the brand had the
highest engagement score between among sports apparel brands on Facebook as highlighted
by Briggs (2016)
Whereas on Instagram Patagonia have 44 million followers they are more focus on
posting charming photos mostly taken by their customer wearing the garments and outdoor
adventures a great strategy of connecting with Patagoniarsquos loyal audience as explained by
Berger (2016) According to Zhukova (2016) Patagonias partnership help builds a strong
engagement with their audiences such as photographer and adventures like Mikey Schaefer
and Austin Siadak One of the most engaging posts in 2016 mentioned both of them thus
Instagram post is most engaging using user handle and geo-tagger as increase engagement by
79 as indicated by Hootsuite (2020)
On the other hand Think Media Consult (2018) states that Patagoniarsquos YouTube channel
has more than 191k followers and 32 million views their videos are related to outdoor
adventures such as snowboarding skiing surfing climbing and campaign like Worn Wear
Harper (2018) highlights that Patagonia makes sure their videos tell stories rather than just
sell products the brand story is essentially told through what they focus their cameras around
on and that excitement is influenced any video or production approach The brand also post
videos explaining the process of their garment However the audience shows more
engagement on the outdoors sports videos
Moreover on Twitter the brand has 458K followers Dailey (2018) states that this is the
platform where they show more engagement directly to their social political and
Paola Pena Lozada Page 21
environmental views Their strategy is to also retweet from accounts such as Natural
Resources Defence Council Ceres News and the Environmental Defence Fund According to
Gelles (2018) President Trump announced in 2017 the size reduction of two national
monuments Bears Ears and Grand Staircase Escalante National Monuments Patagonia has
been actively involved in the preservation of Bears Ears since 2012 of the preservation
As a result Gelles (2018) adds that Patagonia took twitter to show their disagreement
ldquoThe President Stole Your Landrdquo and filed a lawsuit against the Ryan Zinke the secretary of
agriculture the chief of the Forest Service and the director of the Bureau of Land
Management Furthermore a study was taken by (Adamovic et al 2016) between November
20 2015 and January 20 2016 using analysis websites SocialMention and IceRocket they
found that Patagonia is more active on Twitter and generated more engagement with their
followers they were mentioned more than 240K tweets per day on average the majority of
the tweets were positive Yet the brand even receives more likes and retweets than its main
competitor The North Face this shows the brand strong engagement and loyal fan base as
described by (Adamovic et al 2016)
In overall Patagonia social media engagement was 31 posts on Facebook 210 tweets on
Twitter 58 photos on Instagram and 56 videos on YouTube McLaughlin (2018) highlights
that the brand maintains their support to environmental and social causes keeping a
consistent voice that reinforces their mission statement and values they promise to keep
doing responsible practices regarding sustainable procedures and recycled materials
Chapter 6 Conclusions and Further Work
Based on the findings of this case study the following conclusions are drawn
Given the finding results the researcher retain that sustainable can engage with
customers and have a higher brand engagement than non-sustainable brands In fact the triple
bottom line can help and support the implementation of sustainable business practices which
are fundamental to put into operation the principles of corporate social responsibility
Patagonias essential non-traditional campaigns set the difference to how other retail
brands should embrace environmental responsibility what makes Patagonia a pioneer in the
Paola Pena Lozada Page 22
business Although Patagonias anti-consumerism practices perform the opposite of what
traditional marketing strategies outlining its fruitful methodology of putting the planet before
company profit Furthermore by integrating political and anti-consumerism promotion in its
advertising strategies over social media and website Patagonia provokes controversy while at
the same time engage with their audience and urge them to take action for environmental and
social issues
Patagonia builds ethical awareness through marketing strategies by interfacing its
connecting its buyers to its brand Its mission is strongly recognizable through its business
model as a whole making it clear the reason they are in business is to save the planet Their
values are aligning with their corporate social responsibility creating a solid relationship
between Patagonia and their audience As indicated in the findings the more an organization
esteems and follows up on environmental and social protection efforts the higher their
consumer support As a result Patagonia is the leader in outdoor clothing by putting the
planet over profit wandering endlessly from anti-consumerism and exemplary lucrative
standards
Patagonia uses green marketing and social media platforms to build and maintain
brand loyalty among their audience Their strategy on social media platforms are not just to
sell their products they are promoting a lifestyle by telling stories through their audiencersquos
pictures and videos as well transparently storytelling of their supply chain practices and
investments for environmental activist organizations
According to the findings Patagonia most suitable social media platform to drive
sustainability is not clear as the brand use each platform to create ethical awareness
However Patagonia shows more engagement on their Twitter account directly to their
social political and environmental causes They engage with other environmental
organizations by retweeting them they have been mentioned thousands of time a day by
other accounts and even showing disagreement to faced environmental problems with the
American government
Further work
The restrictions of the case study open opportunities for new examinations in the
field As the researcher claims that both questions needs to be subject to further research it
Paola Pena Lozada Page 23
will be consider doing interviews to have a primary source such as interviewing members of
Patagonia staff and other sustainable organizations to have second opinions Future research
could apply triple bottom line on their business model In addition the researcher
recommends that future studies could utilize distinctive research techniques to investigate the
full degree of sustainable business
Chapter 7 Critical Self-Review
The researcher was confronted with a couple of limitations that affected this
examination Firstly the research was restricted to utilizing strictly online resources so as to
assemble fundamental and applicable data for the study This could create error of data or
bias that could be possibly useful to the study Secondly talking with Patagonia workers or
visiting the Patagonia shop in Dublin would have been a useful strategy to answer the second
question as the information is not clear on website searches Thirdly the researcher had
study Patagonia in previous semester this could generate an inclination on the side of
Patagonia beliefs and practices As well the researcher has a tendency of supporting
sustainable business this could be taken as a bias that acts as a restriction of the study
Finally the study was essentially assembled using qualitative research implying that the
researcher depended for the most part on online research base on Patagonia and other
sustainable brands This restricted the capacity to give measurable proof to help the
researches findings
Paola Pena Lozada Page 24
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Paola Pena Lozada Page 34
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Paola Pena Lozada Page 35
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Paola Pena Lozada Page 36
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Paola Pena Lozada Page 39
- How Patagonia apply Triple Bottom Line in their marketing strategy
- What_is_Customer_Journey_Mapping_amp_Why_i
-
Paola Pena Lozada Page 21
environmental views Their strategy is to also retweet from accounts such as Natural
Resources Defence Council Ceres News and the Environmental Defence Fund According to
Gelles (2018) President Trump announced in 2017 the size reduction of two national
monuments Bears Ears and Grand Staircase Escalante National Monuments Patagonia has
been actively involved in the preservation of Bears Ears since 2012 of the preservation
As a result Gelles (2018) adds that Patagonia took twitter to show their disagreement
ldquoThe President Stole Your Landrdquo and filed a lawsuit against the Ryan Zinke the secretary of
agriculture the chief of the Forest Service and the director of the Bureau of Land
Management Furthermore a study was taken by (Adamovic et al 2016) between November
20 2015 and January 20 2016 using analysis websites SocialMention and IceRocket they
found that Patagonia is more active on Twitter and generated more engagement with their
followers they were mentioned more than 240K tweets per day on average the majority of
the tweets were positive Yet the brand even receives more likes and retweets than its main
competitor The North Face this shows the brand strong engagement and loyal fan base as
described by (Adamovic et al 2016)
In overall Patagonia social media engagement was 31 posts on Facebook 210 tweets on
Twitter 58 photos on Instagram and 56 videos on YouTube McLaughlin (2018) highlights
that the brand maintains their support to environmental and social causes keeping a
consistent voice that reinforces their mission statement and values they promise to keep
doing responsible practices regarding sustainable procedures and recycled materials
Chapter 6 Conclusions and Further Work
Based on the findings of this case study the following conclusions are drawn
Given the finding results the researcher retain that sustainable can engage with
customers and have a higher brand engagement than non-sustainable brands In fact the triple
bottom line can help and support the implementation of sustainable business practices which
are fundamental to put into operation the principles of corporate social responsibility
Patagonias essential non-traditional campaigns set the difference to how other retail
brands should embrace environmental responsibility what makes Patagonia a pioneer in the
Paola Pena Lozada Page 22
business Although Patagonias anti-consumerism practices perform the opposite of what
traditional marketing strategies outlining its fruitful methodology of putting the planet before
company profit Furthermore by integrating political and anti-consumerism promotion in its
advertising strategies over social media and website Patagonia provokes controversy while at
the same time engage with their audience and urge them to take action for environmental and
social issues
Patagonia builds ethical awareness through marketing strategies by interfacing its
connecting its buyers to its brand Its mission is strongly recognizable through its business
model as a whole making it clear the reason they are in business is to save the planet Their
values are aligning with their corporate social responsibility creating a solid relationship
between Patagonia and their audience As indicated in the findings the more an organization
esteems and follows up on environmental and social protection efforts the higher their
consumer support As a result Patagonia is the leader in outdoor clothing by putting the
planet over profit wandering endlessly from anti-consumerism and exemplary lucrative
standards
Patagonia uses green marketing and social media platforms to build and maintain
brand loyalty among their audience Their strategy on social media platforms are not just to
sell their products they are promoting a lifestyle by telling stories through their audiencersquos
pictures and videos as well transparently storytelling of their supply chain practices and
investments for environmental activist organizations
According to the findings Patagonia most suitable social media platform to drive
sustainability is not clear as the brand use each platform to create ethical awareness
However Patagonia shows more engagement on their Twitter account directly to their
social political and environmental causes They engage with other environmental
organizations by retweeting them they have been mentioned thousands of time a day by
other accounts and even showing disagreement to faced environmental problems with the
American government
Further work
The restrictions of the case study open opportunities for new examinations in the
field As the researcher claims that both questions needs to be subject to further research it
Paola Pena Lozada Page 23
will be consider doing interviews to have a primary source such as interviewing members of
Patagonia staff and other sustainable organizations to have second opinions Future research
could apply triple bottom line on their business model In addition the researcher
recommends that future studies could utilize distinctive research techniques to investigate the
full degree of sustainable business
Chapter 7 Critical Self-Review
The researcher was confronted with a couple of limitations that affected this
examination Firstly the research was restricted to utilizing strictly online resources so as to
assemble fundamental and applicable data for the study This could create error of data or
bias that could be possibly useful to the study Secondly talking with Patagonia workers or
visiting the Patagonia shop in Dublin would have been a useful strategy to answer the second
question as the information is not clear on website searches Thirdly the researcher had
study Patagonia in previous semester this could generate an inclination on the side of
Patagonia beliefs and practices As well the researcher has a tendency of supporting
sustainable business this could be taken as a bias that acts as a restriction of the study
Finally the study was essentially assembled using qualitative research implying that the
researcher depended for the most part on online research base on Patagonia and other
sustainable brands This restricted the capacity to give measurable proof to help the
researches findings
Paola Pena Lozada Page 24
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Paola Pena Lozada Page 32
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Paola Pena Lozada Page 34
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Paola Pena Lozada Page 35
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Paola Pena Lozada Page 36
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Paola Pena Lozada Page 38
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Paola Pena Lozada Page 39
- How Patagonia apply Triple Bottom Line in their marketing strategy
- What_is_Customer_Journey_Mapping_amp_Why_i
-
Paola Pena Lozada Page 22
business Although Patagonias anti-consumerism practices perform the opposite of what
traditional marketing strategies outlining its fruitful methodology of putting the planet before
company profit Furthermore by integrating political and anti-consumerism promotion in its
advertising strategies over social media and website Patagonia provokes controversy while at
the same time engage with their audience and urge them to take action for environmental and
social issues
Patagonia builds ethical awareness through marketing strategies by interfacing its
connecting its buyers to its brand Its mission is strongly recognizable through its business
model as a whole making it clear the reason they are in business is to save the planet Their
values are aligning with their corporate social responsibility creating a solid relationship
between Patagonia and their audience As indicated in the findings the more an organization
esteems and follows up on environmental and social protection efforts the higher their
consumer support As a result Patagonia is the leader in outdoor clothing by putting the
planet over profit wandering endlessly from anti-consumerism and exemplary lucrative
standards
Patagonia uses green marketing and social media platforms to build and maintain
brand loyalty among their audience Their strategy on social media platforms are not just to
sell their products they are promoting a lifestyle by telling stories through their audiencersquos
pictures and videos as well transparently storytelling of their supply chain practices and
investments for environmental activist organizations
According to the findings Patagonia most suitable social media platform to drive
sustainability is not clear as the brand use each platform to create ethical awareness
However Patagonia shows more engagement on their Twitter account directly to their
social political and environmental causes They engage with other environmental
organizations by retweeting them they have been mentioned thousands of time a day by
other accounts and even showing disagreement to faced environmental problems with the
American government
Further work
The restrictions of the case study open opportunities for new examinations in the
field As the researcher claims that both questions needs to be subject to further research it
Paola Pena Lozada Page 23
will be consider doing interviews to have a primary source such as interviewing members of
Patagonia staff and other sustainable organizations to have second opinions Future research
could apply triple bottom line on their business model In addition the researcher
recommends that future studies could utilize distinctive research techniques to investigate the
full degree of sustainable business
Chapter 7 Critical Self-Review
The researcher was confronted with a couple of limitations that affected this
examination Firstly the research was restricted to utilizing strictly online resources so as to
assemble fundamental and applicable data for the study This could create error of data or
bias that could be possibly useful to the study Secondly talking with Patagonia workers or
visiting the Patagonia shop in Dublin would have been a useful strategy to answer the second
question as the information is not clear on website searches Thirdly the researcher had
study Patagonia in previous semester this could generate an inclination on the side of
Patagonia beliefs and practices As well the researcher has a tendency of supporting
sustainable business this could be taken as a bias that acts as a restriction of the study
Finally the study was essentially assembled using qualitative research implying that the
researcher depended for the most part on online research base on Patagonia and other
sustainable brands This restricted the capacity to give measurable proof to help the
researches findings
Paola Pena Lozada Page 24
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Paola Pena Lozada Page 32
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Paola Pena Lozada Page 34
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Paola Pena Lozada Page 39
- How Patagonia apply Triple Bottom Line in their marketing strategy
- What_is_Customer_Journey_Mapping_amp_Why_i
-
Paola Pena Lozada Page 23
will be consider doing interviews to have a primary source such as interviewing members of
Patagonia staff and other sustainable organizations to have second opinions Future research
could apply triple bottom line on their business model In addition the researcher
recommends that future studies could utilize distinctive research techniques to investigate the
full degree of sustainable business
Chapter 7 Critical Self-Review
The researcher was confronted with a couple of limitations that affected this
examination Firstly the research was restricted to utilizing strictly online resources so as to
assemble fundamental and applicable data for the study This could create error of data or
bias that could be possibly useful to the study Secondly talking with Patagonia workers or
visiting the Patagonia shop in Dublin would have been a useful strategy to answer the second
question as the information is not clear on website searches Thirdly the researcher had
study Patagonia in previous semester this could generate an inclination on the side of
Patagonia beliefs and practices As well the researcher has a tendency of supporting
sustainable business this could be taken as a bias that acts as a restriction of the study
Finally the study was essentially assembled using qualitative research implying that the
researcher depended for the most part on online research base on Patagonia and other
sustainable brands This restricted the capacity to give measurable proof to help the
researches findings
Paola Pena Lozada Page 24
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Paola Pena Lozada Page 39
- How Patagonia apply Triple Bottom Line in their marketing strategy
- What_is_Customer_Journey_Mapping_amp_Why_i
-
Paola Pena Lozada Page 24
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traditional and progressive tools [Online] available at
httpswwwresearchgatenetpublication326112028_IMPACT_OF_GLOBALIZATION_O
N_MARKETING_COMMUNICATIONS_AND_ITS_TRADITIONAL_AND_PROGRESSI
VE_TOOLS [Accessed 04 December 2019]
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studytoms-shoes-shoes-for-free-cause-marketing-strategy-case-studystory219444html
[Accessed 29 April 2020]
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Paola Pena Lozada Page 33
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Paola Pena Lozada Page 32
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2fcc7d4b6fa3 [Accessed 29 April 2020]
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through new technologies London Springer
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Paola Pena Lozada Page 34
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Paola Pena Lozada Page 35
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zara-and-other-fashion-brands-are-tricking-consumers-with-vague-sustainability-claims
[Accessed 09 December 2019]
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Paola Pena Lozada Page 36
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29 November 2019]
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_social_behavior [Accessed 29 November 2019]
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marketing-strategyasp [Accessed 29 April 2020]
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2020]
Paola Pena Lozada Page 37
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with game-changing public relations Dallas Benbella Books Inc
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[Accessed 29 April 2020]
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Paola Pena Lozada Page 38
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httpsmediumcomtabithawhitingsustainable-style-the-truth-behind-the-marketing-of-h-
ms-conscious-collection-805eb7432002 [Accessed 07 December 2019]
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Zhukova K 2016 How 4 Top Instagram Brands Keep Their Competitive Advantage
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between-case-study-and-survey-research_9688php [Accessed 29 November 2019]
Paola Pena Lozada Page 39
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- What_is_Customer_Journey_Mapping_amp_Why_i
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Paola Pena Lozada Page 26
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Dailey W 2018 Know Your Audience Why Patagonia Can Sue the President and Thrive
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of-digital-marketing-30-years-in-the-past-and-future [Accessed 04 December 2019]
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Paola Pena Lozada Page 27
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[Accessed 29 April 2020]
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sustainable-
fashiontargetText=Actually2C20a20lotcurrent20fast20fashion20business2
0model [Accessed 29 November 2019]
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fabrics todays fashions are made not to last - so you have to buy more [Online] available at
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cheap-fabrics-today-s-fashions-designed-not-buy-morehtml [Accessed 10 December 2019]
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Oxford Capstone
Erskine E 2020 Social Media as a Sustainability Tool [Online] available at
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Paola Pena Lozada Page 28
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[Accessed 29 April 2020]
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Gelles D 2018 Patagonia v Trump [Online] available at
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n_Sustainability_Sustainable_Strategies [Accessed 2 April 2020]
Ginige E 2016 The Personal Triple Bottom Line
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development-goals-arent-just-doing-good-theyre-good-business65ad12d153d9 [Accessed
07 December 2019]
Paola Pena Lozada Page 29
Harper K 2018 The Documentarians How Patagoniarsquos Video Content Is Redefining Brand
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documentarians-how-patagonias-video-content-is-redefining-brand-storytelling [Accessed
29 April 2020]
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[Accessed 29 November 2019]
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Paola Pena Lozada Page 30
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Brand_Relationships_Drive_Customer_Brand_Loyalty_Generalizations_from_a_Meta-
Analysis_of_Brand_Relationship_Elasticities [Accessed 29 April 2020]
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social-media [Online] available at httpstechcrunchcom20190803ethical-fashion-is-on-
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Paola Pena Lozada Page 31
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Landrum S 2017 Millennial Driving Brands To Practice Socially Responsible Marketing
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driving-brands-to-practice-socially-responsible-marketing6f24b59a4990 [accessed 24
October 2019]
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livesguccounter=1 [Accessed 29 November 2019]
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[Accessed 29 November 2019]
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[Accessed 05 December 2019]
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emissions-waste-water-2019-10r=USampIR=T [Accessed 10 December 2019]
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29 April 2020]
Paola Pena Lozada Page 32
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dominated-by-consumers-it-seems-that-for-every-one-social-media-marketing-strategy-
2fcc7d4b6fa3 [Accessed 29 April 2020]
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face-patagonia-saving-world-one-puffer-jacket-at-a-time [Accessed 29 April 2020]
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November 2019]
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Moravcikova D 2018 Impact of globalization on marketing communications and its
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N_MARKETING_COMMUNICATIONS_AND_ITS_TRADITIONAL_AND_PROGRESSI
VE_TOOLS [Accessed 04 December 2019]
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studytoms-shoes-shoes-for-free-cause-marketing-strategy-case-studystory219444html
[Accessed 29 April 2020]
Nastu J 2017 Patagonia Pays Premium to Add Two Top-Selling Products to Fair Trade
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Paola Pena Lozada Page 33
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Osburg T and Lohrmann C 2017 Sustainability in a digital world new opportunities
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Paola Pena Lozada Page 34
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April 2020]
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04 December 2019]
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Paola Pena Lozada Page 35
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s_It_Measured_Does_It_Affect_Loyalty [Accessed 29 April 2020]
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Segran E 2019 HampM Zara and other fashion brands are tricking shoppers with vague
sustainability claims [Online] available at httpswwwfastcompanycom90385370hm-
zara-and-other-fashion-brands-are-tricking-consumers-with-vague-sustainability-claims
[Accessed 09 December 2019]
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trends-that-are-changing-the-way-we-market-to-consumers5291c0b36891 [Accessed 29
April 2020]
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[Online] available at httpsdigitalagencynetworkcominspiring-digital-marketing-agency-
vision-and-mission-statements [Accessed 04 December 2019]
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business review 8(6) pp 4-8
Paola Pena Lozada Page 36
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its-brand-purpose-is-great-for-business2fecf5c154cb [Accessed 29 April 2020]
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[Online] available at httpswwwsquare2marketingcomthe-new-buyer-journey [Accessed
29 November 2019]
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at
httpswwwresearchgatenetpublication220208396_Mobile_phones_and_the_evolution_of
_social_behavior [Accessed 29 November 2019]
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httpswwwtedcomtalkssimon_sinek_how_great_leaders_inspire_actionup-
nextlanguage=en [Accessed 29 April 2020]
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marketing-strategyasp [Accessed 29 April 2020]
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Us All [Online] Available at httpswwwthinkmediaconsultcomthink-media-consulting-
blogcase-study-patagonia-social-media-strategy [Accessed 29 April 2020]
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[Online] available at httpsmediumcomjohnnoels5-marketing-strategies-to-influence-
consumer-purchasing-behavior-bb6926e00844 [Accessed 29 November 2019]
Timbrook R 2020 North Face vs Patagonia Who Makes The Best Outdoor Gear [Online]
available at httpsexpertworldtravelcomnorth-face-vs-patagonia [Accessed 29 April
2020]
Paola Pena Lozada Page 37
Torossian R 2011 For immediate release shape minds build brands and deliver results
with game-changing public relations Dallas Benbella Books Inc
Triple Pundit 2011 The Power of Why in Marketing [Online] available at
httpswwwtriplepunditcomstory2011power-why-marketing79301 [Accessed 29 April
2020]
Turletti P 2019 The Triple Bottom Line A Must for Sustainable Marketing [Online]
available at httproimarketinginstitutecomthe-triple-bottom-line [Accessed 03 December
2019]
United Nations 2019 Sustainable Development Goals [Online] available at
httpswwwunorgsustainabledevelopmentdevelopment-agenda [Accessed 05 December
2019]
United Nations 2007 Business And Climate Change Rising Public Awareness Creates
Significant Opportunity [Online] available at httpsunchronicleunorgarticlebusiness-
and-climate-change-rising-public-awareness-creates-significant-opportunity [Accessed 09
December 2019]
Verde D 2014 Social media has undermined peoples trust in brands [Online] available at
httpswwwtheguardiancomsustainable-business2014aug20social-media-has-
undermined-peoples-trust-in-brands [Accessed 29 April 2020]
Vogl E 2015 What Patagonia Learned on Its Worn Wear Mobile Repair Tour [Online]
available at httpswwwbrandchannelcom20150521patagonia-worn-wear-052015
[Accessed 29 April 2020]
Watts J 2018 We have 12 years to limit climate change catastrophe warns UN [Online]
available at httpswwwtheguardiancomenvironment2018oct08global-warming-must-
not-exceed-15c-warns-landmark-un-report [Accessed 08 December 2019]
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Organizations [Online] available at httpsmediumcomPeteWeishauptthe-golden-circle-
Paola Pena Lozada Page 38
of-innovative-and-inspiring-leaders-companies-and-organizations-8965c95bb322 [Accessed
29 April 2020]
Whiting T 2019 Sustainable Style The Truth Behind The Marketing of HampMrsquos
Conscious Collection [Online] available at
httpsmediumcomtabithawhitingsustainable-style-the-truth-behind-the-marketing-of-h-
ms-conscious-collection-805eb7432002 [Accessed 07 December 2019]
Willard H 2019 Content Marketing and Storytelling True Love Forever [Online] available
at httpsblogwaypostmarketingcomstorytelling-and-small-business-marketing-strategies-
true-love-forever [Accessed 29 April 2020]
Wolfe I 2017 How Ethical Is Patagonia [Online] available at httpsgoodonyouecohow-
ethical-is-patagonia [Accessed 02 December 2019]
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Inc
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between-case-study-and-survey-research_9688php [Accessed 29 November 2019]
Paola Pena Lozada Page 39
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Paola Pena Lozada Page 27
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sustainable-
fashiontargetText=Actually2C20a20lotcurrent20fast20fashion20business2
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development-goals-arent-just-doing-good-theyre-good-business65ad12d153d9 [Accessed
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29 April 2020]
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between-case-study-and-survey-research_9688php [Accessed 29 November 2019]
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- How Patagonia apply Triple Bottom Line in their marketing strategy
- What_is_Customer_Journey_Mapping_amp_Why_i
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Paola Pena Lozada Page 28
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income [Accessed 29 November 2019]
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29 April 2020]
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[Accessed 29 November 2019]
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conscious-fashion-collection-news [Accessed 09 December 2019]
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ed) Thousand Oaks CA Sage 282 pages [Online] available at
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social-media [Online] available at httpstechcrunchcom20190803ethical-fashion-is-on-
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Paola Pena Lozada Page 31
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environmental sustainability in retail operations International Journal of Production
Economics 171 pp 394-404 Doi httpsdoiorg101016jijpe201509042
Landrum S 2017 Millennial Driving Brands To Practice Socially Responsible Marketing
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driving-brands-to-practice-socially-responsible-marketing6f24b59a4990 [accessed 24
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[Accessed 29 November 2019]
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[Accessed 05 December 2019]
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available at httpswwwbusinessinsidercomfast-fashion-environmental-impact-pollution-
emissions-waste-water-2019-10r=USampIR=T [Accessed 10 December 2019]
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Paola Pena Lozada Page 32
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dominated-by-consumers-it-seems-that-for-every-one-social-media-marketing-strategy-
2fcc7d4b6fa3 [Accessed 29 April 2020]
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time [Online] available at httpswwwtheguardiancombusiness2017mar07the-north-
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November 2019]
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traditional and progressive tools [Online] available at
httpswwwresearchgatenetpublication326112028_IMPACT_OF_GLOBALIZATION_O
N_MARKETING_COMMUNICATIONS_AND_ITS_TRADITIONAL_AND_PROGRESSI
VE_TOOLS [Accessed 04 December 2019]
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studytoms-shoes-shoes-for-free-cause-marketing-strategy-case-studystory219444html
[Accessed 29 April 2020]
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Paola Pena Lozada Page 33
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through new technologies London Springer
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Paola Pena Lozada Page 34
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April 2020]
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Paola Pena Lozada Page 35
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[Accessed 09 December 2019]
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Paola Pena Lozada Page 36
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_social_behavior [Accessed 29 November 2019]
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Paola Pena Lozada Page 37
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Paola Pena Lozada Page 38
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Zhukova K 2016 How 4 Top Instagram Brands Keep Their Competitive Advantage
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Paola Pena Lozada Page 39
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-
Paola Pena Lozada Page 29
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Paola Pena Lozada Page 30
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Brand_Relationships_Drive_Customer_Brand_Loyalty_Generalizations_from_a_Meta-
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Paola Pena Lozada Page 31
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Landrum S 2017 Millennial Driving Brands To Practice Socially Responsible Marketing
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emissions-waste-water-2019-10r=USampIR=T [Accessed 10 December 2019]
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Paola Pena Lozada Page 32
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dominated-by-consumers-it-seems-that-for-every-one-social-media-marketing-strategy-
2fcc7d4b6fa3 [Accessed 29 April 2020]
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bottom line Development of a framework and indicators to assess the social impact of
organisations International journal of business governance and ethics 3(3) pp 223-237
Moravcikova D 2018 Impact of globalization on marketing communications and its
traditional and progressive tools [Online] available at
httpswwwresearchgatenetpublication326112028_IMPACT_OF_GLOBALIZATION_O
N_MARKETING_COMMUNICATIONS_AND_ITS_TRADITIONAL_AND_PROGRESSI
VE_TOOLS [Accessed 04 December 2019]
Naeini A Dutt A Angus J Mardirossian S and Bonfanti S 2015 A Shoe for a Shoe
And a Smile [Online] available at httpswwwbusinesstodayinmagazinelbs-case-
studytoms-shoes-shoes-for-free-cause-marketing-strategy-case-studystory219444html
[Accessed 29 April 2020]
Nastu J 2017 Patagonia Pays Premium to Add Two Top-Selling Products to Fair Trade
Certified Line [Online] available at
httpswwwenvironmentalleadercom201710174476 [Accessed 02 May 2020]
Paola Pena Lozada Page 33
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[Online] available at httpswwwnielsencomsaeninsightsarticle2018global-consumers-
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research paradigms [Online] available at
httpwwwscientiasocialisltpecfilespdfAtieno_Vol13pdf [Accessed 9 December 2019]
Osburg T and Lohrmann C 2017 Sustainability in a digital world new opportunities
through new technologies London Springer
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Buying Behaviour [Online] available at
httpsblogoxfordcollegeofmarketingcom20140905understanding-the-four-main-
influences-on-consumer-buying-behaviour [Accessed 10 November 2019]
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conferencestory-18685html [Accessed 29 April 2020]
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httpswwwpatagoniacomcompany-historyhtml [Accessed 04 December 2019]
Paola Pena Lozada Page 34
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2020]
Patagonia 2020 Worn Wear [Online] available at httpswornwearpatagoniacom
[Accessed 20 April 2020]
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[Online] available at
httpswwwresearchgatenetpublication281967834_The_Impact_of_Employee_Engageme
nt_on_Organizations_Productivity [Accessed 29 April 2020]
Penhollow S 2015 Patagonia Has Built Its Success on Encouraging Customers to Think
Not Buy [Online] available at httpsmediumcomproduct-launches-and-
brandingpatagonia-and-the-marketability-of-anti-materialism-98afef531251 [Accessed 29
April 2020]
Prater M 2019 5 Outdoor Brands with Disruptive Marketing Strategies [Online] available
at httpsbrandfoldercomblog5-outdoor-brands-disruptive-marketing-strategies [Accessed
04 December 2019]
Quigley P 2017 A Year of Corporate Social Responsibility Failures [Online] available at
httpswwwapicsorgapics-for-individualsapics-magazine-homemagazine-detail-
page20171115a-year-of-corporate-social-responsibility-failures [Accessed 03 December
2019]
Rhodes D 2020 A Foundation For How Your Content Should Be Built [Online] available
at httpswwwimpulsecreativecomblogcontent-writing-framework [Accessed 30 April
2020]
Robertson G 2019 Case Study Patagonia goes against the norms of business and it
works [Online] available at httpsbeloved-brandscom20190422patagonia [Accessed
20 April 2020]
Paola Pena Lozada Page 35
Roesler P 2018 Why Its Necessary to Get Consumers to Visit Your Brands Site More
Than Once [Online] available at httpswwwinccompeter-roeslerwhy-its-necessary-to-
get-consumers-to-visit-your-brands-site-more-than-oncehtml [Accessed 03 December
2019]
Salesforce 2016 What is Customer Journey Mapping amp Why is it Important [Online]
available at httpswwwsalesforcecomukblog201603customer-journey-mapping-
explainedhtml [Accessed 29 April 2020]
Schmitt B Zarantonello L and Brakus J 2009 Brand experience What Is It How Is It
Measured Does It Affect Loyalty [Online] available at
httpswwwresearchgatenetpublication228168877_Brand_experience_What_Is_It_How_I
s_It_Measured_Does_It_Affect_Loyalty [Accessed 29 April 2020]
Scholes B 2019 Patagonia An Industry Legend Since 1973 [Online] available at
httpswwwpapertrailioblogpatagoniaXfATWJP7TIU [Accessed 05 December 2019]
Segran E 2019 HampM Zara and other fashion brands are tricking shoppers with vague
sustainability claims [Online] available at httpswwwfastcompanycom90385370hm-
zara-and-other-fashion-brands-are-tricking-consumers-with-vague-sustainability-claims
[Accessed 09 December 2019]
Shaw A 2018 Digital Marketing Trends That Are Changing The Way We Market To
Consumers [Online] Available at
httpswwwforbescomsitesforbescommunicationscouncil20180829digital-marketing-
trends-that-are-changing-the-way-we-market-to-consumers5291c0b36891 [Accessed 29
April 2020]
Simsek Y 2019 Inspiring Digital Marketing Agency Vision And Mission Statements
[Online] available at httpsdigitalagencynetworkcominspiring-digital-marketing-agency-
vision-and-mission-statements [Accessed 04 December 2019]
Slaper T and Hall T 2011 The triple bottom line what is it and how does it work Indiana
business review 8(6) pp 4-8
Paola Pena Lozada Page 36
Sonsev V 2019 Patagoniarsquos Focus On Its Brand Purpose Is Great For Business [Online]
available at httpswwwforbescomsitesveronikasonsev20191127patagonias-focus-on-
its-brand-purpose-is-great-for-business2fecf5c154cb [Accessed 29 April 2020]
Square 2 Marketing 2019 The new buyer journey why the sales funnel is failing you
[Online] available at httpswwwsquare2marketingcomthe-new-buyer-journey [Accessed
29 November 2019]
Srivastava L 2005 Mobile phones and the evolution of social behaviour [Online] available
at
httpswwwresearchgatenetpublication220208396_Mobile_phones_and_the_evolution_of
_social_behavior [Accessed 29 November 2019]
TED 2009 How great leaders inspire action [Online] available at
httpswwwtedcomtalkssimon_sinek_how_great_leaders_inspire_actionup-
nextlanguage=en [Accessed 29 April 2020]
Thangavelu P 2020 The Success of Patagonias Marketing Strategy [Online] available at
httpswwwinvestopediacomarticlespersonal-finance070715success-patagonias-
marketing-strategyasp [Accessed 29 April 2020]
Think Media Consult 2018 Case Study Social Media Strategy - What Patagonia Can Teach
Us All [Online] Available at httpswwwthinkmediaconsultcomthink-media-consulting-
blogcase-study-patagonia-social-media-strategy [Accessed 29 April 2020]
Thomes J 2018 5 Marketing Strategies to Influence Consumer Purchasing Behaviour
[Online] available at httpsmediumcomjohnnoels5-marketing-strategies-to-influence-
consumer-purchasing-behavior-bb6926e00844 [Accessed 29 November 2019]
Timbrook R 2020 North Face vs Patagonia Who Makes The Best Outdoor Gear [Online]
available at httpsexpertworldtravelcomnorth-face-vs-patagonia [Accessed 29 April
2020]
Paola Pena Lozada Page 37
Torossian R 2011 For immediate release shape minds build brands and deliver results
with game-changing public relations Dallas Benbella Books Inc
Triple Pundit 2011 The Power of Why in Marketing [Online] available at
httpswwwtriplepunditcomstory2011power-why-marketing79301 [Accessed 29 April
2020]
Turletti P 2019 The Triple Bottom Line A Must for Sustainable Marketing [Online]
available at httproimarketinginstitutecomthe-triple-bottom-line [Accessed 03 December
2019]
United Nations 2019 Sustainable Development Goals [Online] available at
httpswwwunorgsustainabledevelopmentdevelopment-agenda [Accessed 05 December
2019]
United Nations 2007 Business And Climate Change Rising Public Awareness Creates
Significant Opportunity [Online] available at httpsunchronicleunorgarticlebusiness-
and-climate-change-rising-public-awareness-creates-significant-opportunity [Accessed 09
December 2019]
Verde D 2014 Social media has undermined peoples trust in brands [Online] available at
httpswwwtheguardiancomsustainable-business2014aug20social-media-has-
undermined-peoples-trust-in-brands [Accessed 29 April 2020]
Vogl E 2015 What Patagonia Learned on Its Worn Wear Mobile Repair Tour [Online]
available at httpswwwbrandchannelcom20150521patagonia-worn-wear-052015
[Accessed 29 April 2020]
Watts J 2018 We have 12 years to limit climate change catastrophe warns UN [Online]
available at httpswwwtheguardiancomenvironment2018oct08global-warming-must-
not-exceed-15c-warns-landmark-un-report [Accessed 08 December 2019]
Weishaupt P 2017 The Golden Circle of Innovative and Inspiring Leaders Companies and
Organizations [Online] available at httpsmediumcomPeteWeishauptthe-golden-circle-
Paola Pena Lozada Page 38
of-innovative-and-inspiring-leaders-companies-and-organizations-8965c95bb322 [Accessed
29 April 2020]
Whiting T 2019 Sustainable Style The Truth Behind The Marketing of HampMrsquos
Conscious Collection [Online] available at
httpsmediumcomtabithawhitingsustainable-style-the-truth-behind-the-marketing-of-h-
ms-conscious-collection-805eb7432002 [Accessed 07 December 2019]
Willard H 2019 Content Marketing and Storytelling True Love Forever [Online] available
at httpsblogwaypostmarketingcomstorytelling-and-small-business-marketing-strategies-
true-love-forever [Accessed 29 April 2020]
Wolfe I 2017 How Ethical Is Patagonia [Online] available at httpsgoodonyouecohow-
ethical-is-patagonia [Accessed 02 December 2019]
Wood J 2016 Clothing retailer HampM launches lsquoWorld Recycle Weekrsquo [Online] available
at httpswwwletsrecyclecomnewslatest-newsclothing-retailer-hm-launches-world-
recycle-week [Accessed 29 April 2020]
WWF 2019 Sustainable Agriculture Cotton [Online] available at
httpswwwworldwildlifeorgindustriescotton [Accessed 07 December 2019]
Yin R 2014 Case Study Research Design and Methods Los Angeles SAGE Publications
Inc
Zhukova K 2016 How 4 Top Instagram Brands Keep Their Competitive Advantage
[Online] Available at httpstrackmavencombloghow-4-top-instagram-brands-keep-their-
competitive-advantage-2 [Accessed 29 April 2020]
Zololkis 2010 Difference between case study and survey research [Online] available at
httpma-gocojpkidswp-includesjstinymcepluginscompat3x08-2010difference-
between-case-study-and-survey-research_9688php [Accessed 29 November 2019]
Paola Pena Lozada Page 39
- How Patagonia apply Triple Bottom Line in their marketing strategy
- What_is_Customer_Journey_Mapping_amp_Why_i
-
Paola Pena Lozada Page 30
IBM 2019 Meeting the demands of
the smarter consumer [Online] available at
httpswwwibmcomservicesusgbsbushtmlibv-the-smarter-consumerhtml [Accessed 29
November 2019]
IBR 2011 The Triple Bottom Line What Is It and How Does It Work [Online] available
at httpswwwibrcindianaeduibr2011springarticle2html [Accessed 29 November
2019]
Influencer Marketing Hub 2020 Incredible Facebook Ad Examples That Actually Work
[Online] available at httpsinfluencermarketinghubcomfacebook-ad-examples [Accessed
29 April 2020]
Irvine A 2018 Interviews vs Surveys [Online] available at
httpsthesislinkautacnzp=6198 [Accessed 09 December 2019]
Kamitov M Wang S and Thomson M 2019 How Well Do Consumer-Brand
Relationships Drive Customer Brand Loyalty Generalizations from a Meta-Analysis of
Brand Relationship Elasticities [Online] available at
httpswwwresearchgatenetpublication331225320_How_Well_Do_Consumer-
Brand_Relationships_Drive_Customer_Brand_Loyalty_Generalizations_from_a_Meta-
Analysis_of_Brand_Relationship_Elasticities [Accessed 29 April 2020]
Kateman B 2019 httpssproutsocialcominsightsdatachampioning-change-in-the-age-of-
social-media [Online] available at httpstechcrunchcom20190803ethical-fashion-is-on-
the-rise [Accessed 09 December 2019]
Kelley 2015 Patagonia ndash Turning Social Responsibility into Company Business [Online]
available at httpsdigitalhbseduplatform-rctomsubmissionpatagonia-turning-social-
responsibility-into-company-business [Accessed 02 May 2020]
Klara R 2016 Generation X and why brands should start targeting them [Online] available
at httpswwwbrandknewmagcomgeneration-x-and-why-brands-should-start-targeting-
them [Accessed 29 April 2020]
Paola Pena Lozada Page 31
Lai K Tang A and Cheng T 2016 A multi-research-method approach to studying
environmental sustainability in retail operations International Journal of Production
Economics 171 pp 394-404 Doi httpsdoiorg101016jijpe201509042
Landrum S 2017 Millennial Driving Brands To Practice Socially Responsible Marketing
[Online] available at httpswwwforbescomsitessarahlandrum20170317millennials-
driving-brands-to-practice-socially-responsible-marketing6f24b59a4990 [accessed 24
October 2019]
Lisa Rachel 2016 How technology has changed our lives [Online] available at
httpswwwengadgetcom20161030how-technology-has-changed-our-
livesguccounter=1 [Accessed 29 November 2019]
Ledezma V 2017 Globalization and Fashion Too Fast Too Furious [Online] available at
httpspdfssemanticscholarorgfca5ba60509e4bc821b97082a1b8996c857c0bafpdf
[Accessed 29 November 2019]
Lowitt E 2011 The Patagonia model shows how less can lead to more [Online] available
at httpswwwtheguardiancomsustainable-businesspatagonia-sustainable-business-model
[Accessed 05 December 2019]
Mainwaring S 2011 The New Power of Consumers to Influence Brands [Online] available
at httpswwwforbescomsitessimonmainwaring20110907the-new-power-of-
consumers-to-influence-brands562d2d993b3c [Accessed 03 May 2020]
McFall-Johnsen M 2019 The fashion industry emits more carbon than international flights
and maritime shipping combined Here are the biggest ways it impacts the planet [Online]
available at httpswwwbusinessinsidercomfast-fashion-environmental-impact-pollution-
emissions-waste-water-2019-10r=USampIR=T [Accessed 10 December 2019]
McKinnon J 2015 Patagoniarsquos Anti-Growth Strategy [Online] available at
httpswwwnewyorkercombusinesscurrencypatagonias-anti-growth-strategy [Accessed
29 April 2020]
Paola Pena Lozada Page 32
McLaughlin R 2018 Patagonia is marketing a lifestyle and encouraging you to not buy
their product [Online] available at httpsmediumcomrachaelmclaughlinin-a-world-
dominated-by-consumers-it-seems-that-for-every-one-social-media-marketing-strategy-
2fcc7d4b6fa3 [Accessed 29 April 2020]
Meltzer M 2017 Patagonia and The North Face saving the world ndash one puffer jacket at a
time [Online] available at httpswwwtheguardiancombusiness2017mar07the-north-
face-patagonia-saving-world-one-puffer-jacket-at-a-time [Accessed 29 April 2020]
Mendes D 2019 Why brands need emotional value [Online] available at
httpsmediummuzliwhy-brands-need-emotional-value-2120342fb682 [Accessed 29
November 2019]
Miller E Buys L and Summerville J 2007 Quantifying the social dimension of triple
bottom line Development of a framework and indicators to assess the social impact of
organisations International journal of business governance and ethics 3(3) pp 223-237
Moravcikova D 2018 Impact of globalization on marketing communications and its
traditional and progressive tools [Online] available at
httpswwwresearchgatenetpublication326112028_IMPACT_OF_GLOBALIZATION_O
N_MARKETING_COMMUNICATIONS_AND_ITS_TRADITIONAL_AND_PROGRESSI
VE_TOOLS [Accessed 04 December 2019]
Naeini A Dutt A Angus J Mardirossian S and Bonfanti S 2015 A Shoe for a Shoe
And a Smile [Online] available at httpswwwbusinesstodayinmagazinelbs-case-
studytoms-shoes-shoes-for-free-cause-marketing-strategy-case-studystory219444html
[Accessed 29 April 2020]
Nastu J 2017 Patagonia Pays Premium to Add Two Top-Selling Products to Fair Trade
Certified Line [Online] available at
httpswwwenvironmentalleadercom201710174476 [Accessed 02 May 2020]
Paola Pena Lozada Page 33
NBRI 2020 What is brand engagement and why does it matter [Online] available at
httpswwwnbriicomfaqsmarket-researchbrand-engagement-matter [Accessed 29 April
2020]
Nielsen 2018 Global consumers seek companies that care about environmental issues
[Online] available at httpswwwnielsencomsaeninsightsarticle2018global-consumers-
seek-companies-that-care-about-environmental-issues [Accessed 11 December 2019]
Ochieng P 2009 An analysis of the strengths and limitations of qualitative and quantitative
research paradigms [Online] available at
httpwwwscientiasocialisltpecfilespdfAtieno_Vol13pdf [Accessed 9 December 2019]
Osburg T and Lohrmann C 2017 Sustainability in a digital world new opportunities
through new technologies London Springer
Oxford College of Marketing 2017Understanding The Four Main Influences on Consumer
Buying Behaviour [Online] available at
httpsblogoxfordcollegeofmarketingcom20140905understanding-the-four-main-
influences-on-consumer-buying-behaviour [Accessed 10 November 2019]
Patagonia 1997 Celebrating Our 12th Tools for Grassroots Activists Conference [Online]
available at httpswwwpatagoniacomstories12th-tools-for-grassroots-activists-
conferencestory-18685html [Accessed 29 April 2020]
Patagonia Works 2017 Speaker amp public engagement request form [Online] available at
httpwwwpatagoniaworkscomspeaker-request [Accessed 29 April 2020]
Patagonia 2019 Patagoniarsquos mission statement [Online] available at
httpswwwpatagoniacomcompany-infohtml [Accessed 04 December 2019]
Patagonia 2019 Company History [Online] available at
httpswwwpatagoniacomcompany-historyhtml [Accessed 04 December 2019]
Paola Pena Lozada Page 34
Patagonia 2020 Patagonia Action Works Patagonia Dublin [Online] available at
httpseupatagoniacomgbenactionworksstorespatagonia-dublin [Accessed 29 April
2020]
Patagonia 2020 Worn Wear [Online] available at httpswornwearpatagoniacom
[Accessed 20 April 2020]
Patro C 2013 The Impact of Employee Engagement on Organizations Productivity
[Online] available at
httpswwwresearchgatenetpublication281967834_The_Impact_of_Employee_Engageme
nt_on_Organizations_Productivity [Accessed 29 April 2020]
Penhollow S 2015 Patagonia Has Built Its Success on Encouraging Customers to Think
Not Buy [Online] available at httpsmediumcomproduct-launches-and-
brandingpatagonia-and-the-marketability-of-anti-materialism-98afef531251 [Accessed 29
April 2020]
Prater M 2019 5 Outdoor Brands with Disruptive Marketing Strategies [Online] available
at httpsbrandfoldercomblog5-outdoor-brands-disruptive-marketing-strategies [Accessed
04 December 2019]
Quigley P 2017 A Year of Corporate Social Responsibility Failures [Online] available at
httpswwwapicsorgapics-for-individualsapics-magazine-homemagazine-detail-
page20171115a-year-of-corporate-social-responsibility-failures [Accessed 03 December
2019]
Rhodes D 2020 A Foundation For How Your Content Should Be Built [Online] available
at httpswwwimpulsecreativecomblogcontent-writing-framework [Accessed 30 April
2020]
Robertson G 2019 Case Study Patagonia goes against the norms of business and it
works [Online] available at httpsbeloved-brandscom20190422patagonia [Accessed
20 April 2020]
Paola Pena Lozada Page 35
Roesler P 2018 Why Its Necessary to Get Consumers to Visit Your Brands Site More
Than Once [Online] available at httpswwwinccompeter-roeslerwhy-its-necessary-to-
get-consumers-to-visit-your-brands-site-more-than-oncehtml [Accessed 03 December
2019]
Salesforce 2016 What is Customer Journey Mapping amp Why is it Important [Online]
available at httpswwwsalesforcecomukblog201603customer-journey-mapping-
explainedhtml [Accessed 29 April 2020]
Schmitt B Zarantonello L and Brakus J 2009 Brand experience What Is It How Is It
Measured Does It Affect Loyalty [Online] available at
httpswwwresearchgatenetpublication228168877_Brand_experience_What_Is_It_How_I
s_It_Measured_Does_It_Affect_Loyalty [Accessed 29 April 2020]
Scholes B 2019 Patagonia An Industry Legend Since 1973 [Online] available at
httpswwwpapertrailioblogpatagoniaXfATWJP7TIU [Accessed 05 December 2019]
Segran E 2019 HampM Zara and other fashion brands are tricking shoppers with vague
sustainability claims [Online] available at httpswwwfastcompanycom90385370hm-
zara-and-other-fashion-brands-are-tricking-consumers-with-vague-sustainability-claims
[Accessed 09 December 2019]
Shaw A 2018 Digital Marketing Trends That Are Changing The Way We Market To
Consumers [Online] Available at
httpswwwforbescomsitesforbescommunicationscouncil20180829digital-marketing-
trends-that-are-changing-the-way-we-market-to-consumers5291c0b36891 [Accessed 29
April 2020]
Simsek Y 2019 Inspiring Digital Marketing Agency Vision And Mission Statements
[Online] available at httpsdigitalagencynetworkcominspiring-digital-marketing-agency-
vision-and-mission-statements [Accessed 04 December 2019]
Slaper T and Hall T 2011 The triple bottom line what is it and how does it work Indiana
business review 8(6) pp 4-8
Paola Pena Lozada Page 36
Sonsev V 2019 Patagoniarsquos Focus On Its Brand Purpose Is Great For Business [Online]
available at httpswwwforbescomsitesveronikasonsev20191127patagonias-focus-on-
its-brand-purpose-is-great-for-business2fecf5c154cb [Accessed 29 April 2020]
Square 2 Marketing 2019 The new buyer journey why the sales funnel is failing you
[Online] available at httpswwwsquare2marketingcomthe-new-buyer-journey [Accessed
29 November 2019]
Srivastava L 2005 Mobile phones and the evolution of social behaviour [Online] available
at
httpswwwresearchgatenetpublication220208396_Mobile_phones_and_the_evolution_of
_social_behavior [Accessed 29 November 2019]
TED 2009 How great leaders inspire action [Online] available at
httpswwwtedcomtalkssimon_sinek_how_great_leaders_inspire_actionup-
nextlanguage=en [Accessed 29 April 2020]
Thangavelu P 2020 The Success of Patagonias Marketing Strategy [Online] available at
httpswwwinvestopediacomarticlespersonal-finance070715success-patagonias-
marketing-strategyasp [Accessed 29 April 2020]
Think Media Consult 2018 Case Study Social Media Strategy - What Patagonia Can Teach
Us All [Online] Available at httpswwwthinkmediaconsultcomthink-media-consulting-
blogcase-study-patagonia-social-media-strategy [Accessed 29 April 2020]
Thomes J 2018 5 Marketing Strategies to Influence Consumer Purchasing Behaviour
[Online] available at httpsmediumcomjohnnoels5-marketing-strategies-to-influence-
consumer-purchasing-behavior-bb6926e00844 [Accessed 29 November 2019]
Timbrook R 2020 North Face vs Patagonia Who Makes The Best Outdoor Gear [Online]
available at httpsexpertworldtravelcomnorth-face-vs-patagonia [Accessed 29 April
2020]
Paola Pena Lozada Page 37
Torossian R 2011 For immediate release shape minds build brands and deliver results
with game-changing public relations Dallas Benbella Books Inc
Triple Pundit 2011 The Power of Why in Marketing [Online] available at
httpswwwtriplepunditcomstory2011power-why-marketing79301 [Accessed 29 April
2020]
Turletti P 2019 The Triple Bottom Line A Must for Sustainable Marketing [Online]
available at httproimarketinginstitutecomthe-triple-bottom-line [Accessed 03 December
2019]
United Nations 2019 Sustainable Development Goals [Online] available at
httpswwwunorgsustainabledevelopmentdevelopment-agenda [Accessed 05 December
2019]
United Nations 2007 Business And Climate Change Rising Public Awareness Creates
Significant Opportunity [Online] available at httpsunchronicleunorgarticlebusiness-
and-climate-change-rising-public-awareness-creates-significant-opportunity [Accessed 09
December 2019]
Verde D 2014 Social media has undermined peoples trust in brands [Online] available at
httpswwwtheguardiancomsustainable-business2014aug20social-media-has-
undermined-peoples-trust-in-brands [Accessed 29 April 2020]
Vogl E 2015 What Patagonia Learned on Its Worn Wear Mobile Repair Tour [Online]
available at httpswwwbrandchannelcom20150521patagonia-worn-wear-052015
[Accessed 29 April 2020]
Watts J 2018 We have 12 years to limit climate change catastrophe warns UN [Online]
available at httpswwwtheguardiancomenvironment2018oct08global-warming-must-
not-exceed-15c-warns-landmark-un-report [Accessed 08 December 2019]
Weishaupt P 2017 The Golden Circle of Innovative and Inspiring Leaders Companies and
Organizations [Online] available at httpsmediumcomPeteWeishauptthe-golden-circle-
Paola Pena Lozada Page 38
of-innovative-and-inspiring-leaders-companies-and-organizations-8965c95bb322 [Accessed
29 April 2020]
Whiting T 2019 Sustainable Style The Truth Behind The Marketing of HampMrsquos
Conscious Collection [Online] available at
httpsmediumcomtabithawhitingsustainable-style-the-truth-behind-the-marketing-of-h-
ms-conscious-collection-805eb7432002 [Accessed 07 December 2019]
Willard H 2019 Content Marketing and Storytelling True Love Forever [Online] available
at httpsblogwaypostmarketingcomstorytelling-and-small-business-marketing-strategies-
true-love-forever [Accessed 29 April 2020]
Wolfe I 2017 How Ethical Is Patagonia [Online] available at httpsgoodonyouecohow-
ethical-is-patagonia [Accessed 02 December 2019]
Wood J 2016 Clothing retailer HampM launches lsquoWorld Recycle Weekrsquo [Online] available
at httpswwwletsrecyclecomnewslatest-newsclothing-retailer-hm-launches-world-
recycle-week [Accessed 29 April 2020]
WWF 2019 Sustainable Agriculture Cotton [Online] available at
httpswwwworldwildlifeorgindustriescotton [Accessed 07 December 2019]
Yin R 2014 Case Study Research Design and Methods Los Angeles SAGE Publications
Inc
Zhukova K 2016 How 4 Top Instagram Brands Keep Their Competitive Advantage
[Online] Available at httpstrackmavencombloghow-4-top-instagram-brands-keep-their-
competitive-advantage-2 [Accessed 29 April 2020]
Zololkis 2010 Difference between case study and survey research [Online] available at
httpma-gocojpkidswp-includesjstinymcepluginscompat3x08-2010difference-
between-case-study-and-survey-research_9688php [Accessed 29 November 2019]
Paola Pena Lozada Page 39
- How Patagonia apply Triple Bottom Line in their marketing strategy
- What_is_Customer_Journey_Mapping_amp_Why_i
-
Paola Pena Lozada Page 31
Lai K Tang A and Cheng T 2016 A multi-research-method approach to studying
environmental sustainability in retail operations International Journal of Production
Economics 171 pp 394-404 Doi httpsdoiorg101016jijpe201509042
Landrum S 2017 Millennial Driving Brands To Practice Socially Responsible Marketing
[Online] available at httpswwwforbescomsitessarahlandrum20170317millennials-
driving-brands-to-practice-socially-responsible-marketing6f24b59a4990 [accessed 24
October 2019]
Lisa Rachel 2016 How technology has changed our lives [Online] available at
httpswwwengadgetcom20161030how-technology-has-changed-our-
livesguccounter=1 [Accessed 29 November 2019]
Ledezma V 2017 Globalization and Fashion Too Fast Too Furious [Online] available at
httpspdfssemanticscholarorgfca5ba60509e4bc821b97082a1b8996c857c0bafpdf
[Accessed 29 November 2019]
Lowitt E 2011 The Patagonia model shows how less can lead to more [Online] available
at httpswwwtheguardiancomsustainable-businesspatagonia-sustainable-business-model
[Accessed 05 December 2019]
Mainwaring S 2011 The New Power of Consumers to Influence Brands [Online] available
at httpswwwforbescomsitessimonmainwaring20110907the-new-power-of-
consumers-to-influence-brands562d2d993b3c [Accessed 03 May 2020]
McFall-Johnsen M 2019 The fashion industry emits more carbon than international flights
and maritime shipping combined Here are the biggest ways it impacts the planet [Online]
available at httpswwwbusinessinsidercomfast-fashion-environmental-impact-pollution-
emissions-waste-water-2019-10r=USampIR=T [Accessed 10 December 2019]
McKinnon J 2015 Patagoniarsquos Anti-Growth Strategy [Online] available at
httpswwwnewyorkercombusinesscurrencypatagonias-anti-growth-strategy [Accessed
29 April 2020]
Paola Pena Lozada Page 32
McLaughlin R 2018 Patagonia is marketing a lifestyle and encouraging you to not buy
their product [Online] available at httpsmediumcomrachaelmclaughlinin-a-world-
dominated-by-consumers-it-seems-that-for-every-one-social-media-marketing-strategy-
2fcc7d4b6fa3 [Accessed 29 April 2020]
Meltzer M 2017 Patagonia and The North Face saving the world ndash one puffer jacket at a
time [Online] available at httpswwwtheguardiancombusiness2017mar07the-north-
face-patagonia-saving-world-one-puffer-jacket-at-a-time [Accessed 29 April 2020]
Mendes D 2019 Why brands need emotional value [Online] available at
httpsmediummuzliwhy-brands-need-emotional-value-2120342fb682 [Accessed 29
November 2019]
Miller E Buys L and Summerville J 2007 Quantifying the social dimension of triple
bottom line Development of a framework and indicators to assess the social impact of
organisations International journal of business governance and ethics 3(3) pp 223-237
Moravcikova D 2018 Impact of globalization on marketing communications and its
traditional and progressive tools [Online] available at
httpswwwresearchgatenetpublication326112028_IMPACT_OF_GLOBALIZATION_O
N_MARKETING_COMMUNICATIONS_AND_ITS_TRADITIONAL_AND_PROGRESSI
VE_TOOLS [Accessed 04 December 2019]
Naeini A Dutt A Angus J Mardirossian S and Bonfanti S 2015 A Shoe for a Shoe
And a Smile [Online] available at httpswwwbusinesstodayinmagazinelbs-case-
studytoms-shoes-shoes-for-free-cause-marketing-strategy-case-studystory219444html
[Accessed 29 April 2020]
Nastu J 2017 Patagonia Pays Premium to Add Two Top-Selling Products to Fair Trade
Certified Line [Online] available at
httpswwwenvironmentalleadercom201710174476 [Accessed 02 May 2020]
Paola Pena Lozada Page 33
NBRI 2020 What is brand engagement and why does it matter [Online] available at
httpswwwnbriicomfaqsmarket-researchbrand-engagement-matter [Accessed 29 April
2020]
Nielsen 2018 Global consumers seek companies that care about environmental issues
[Online] available at httpswwwnielsencomsaeninsightsarticle2018global-consumers-
seek-companies-that-care-about-environmental-issues [Accessed 11 December 2019]
Ochieng P 2009 An analysis of the strengths and limitations of qualitative and quantitative
research paradigms [Online] available at
httpwwwscientiasocialisltpecfilespdfAtieno_Vol13pdf [Accessed 9 December 2019]
Osburg T and Lohrmann C 2017 Sustainability in a digital world new opportunities
through new technologies London Springer
Oxford College of Marketing 2017Understanding The Four Main Influences on Consumer
Buying Behaviour [Online] available at
httpsblogoxfordcollegeofmarketingcom20140905understanding-the-four-main-
influences-on-consumer-buying-behaviour [Accessed 10 November 2019]
Patagonia 1997 Celebrating Our 12th Tools for Grassroots Activists Conference [Online]
available at httpswwwpatagoniacomstories12th-tools-for-grassroots-activists-
conferencestory-18685html [Accessed 29 April 2020]
Patagonia Works 2017 Speaker amp public engagement request form [Online] available at
httpwwwpatagoniaworkscomspeaker-request [Accessed 29 April 2020]
Patagonia 2019 Patagoniarsquos mission statement [Online] available at
httpswwwpatagoniacomcompany-infohtml [Accessed 04 December 2019]
Patagonia 2019 Company History [Online] available at
httpswwwpatagoniacomcompany-historyhtml [Accessed 04 December 2019]
Paola Pena Lozada Page 34
Patagonia 2020 Patagonia Action Works Patagonia Dublin [Online] available at
httpseupatagoniacomgbenactionworksstorespatagonia-dublin [Accessed 29 April
2020]
Patagonia 2020 Worn Wear [Online] available at httpswornwearpatagoniacom
[Accessed 20 April 2020]
Patro C 2013 The Impact of Employee Engagement on Organizations Productivity
[Online] available at
httpswwwresearchgatenetpublication281967834_The_Impact_of_Employee_Engageme
nt_on_Organizations_Productivity [Accessed 29 April 2020]
Penhollow S 2015 Patagonia Has Built Its Success on Encouraging Customers to Think
Not Buy [Online] available at httpsmediumcomproduct-launches-and-
brandingpatagonia-and-the-marketability-of-anti-materialism-98afef531251 [Accessed 29
April 2020]
Prater M 2019 5 Outdoor Brands with Disruptive Marketing Strategies [Online] available
at httpsbrandfoldercomblog5-outdoor-brands-disruptive-marketing-strategies [Accessed
04 December 2019]
Quigley P 2017 A Year of Corporate Social Responsibility Failures [Online] available at
httpswwwapicsorgapics-for-individualsapics-magazine-homemagazine-detail-
page20171115a-year-of-corporate-social-responsibility-failures [Accessed 03 December
2019]
Rhodes D 2020 A Foundation For How Your Content Should Be Built [Online] available
at httpswwwimpulsecreativecomblogcontent-writing-framework [Accessed 30 April
2020]
Robertson G 2019 Case Study Patagonia goes against the norms of business and it
works [Online] available at httpsbeloved-brandscom20190422patagonia [Accessed
20 April 2020]
Paola Pena Lozada Page 35
Roesler P 2018 Why Its Necessary to Get Consumers to Visit Your Brands Site More
Than Once [Online] available at httpswwwinccompeter-roeslerwhy-its-necessary-to-
get-consumers-to-visit-your-brands-site-more-than-oncehtml [Accessed 03 December
2019]
Salesforce 2016 What is Customer Journey Mapping amp Why is it Important [Online]
available at httpswwwsalesforcecomukblog201603customer-journey-mapping-
explainedhtml [Accessed 29 April 2020]
Schmitt B Zarantonello L and Brakus J 2009 Brand experience What Is It How Is It
Measured Does It Affect Loyalty [Online] available at
httpswwwresearchgatenetpublication228168877_Brand_experience_What_Is_It_How_I
s_It_Measured_Does_It_Affect_Loyalty [Accessed 29 April 2020]
Scholes B 2019 Patagonia An Industry Legend Since 1973 [Online] available at
httpswwwpapertrailioblogpatagoniaXfATWJP7TIU [Accessed 05 December 2019]
Segran E 2019 HampM Zara and other fashion brands are tricking shoppers with vague
sustainability claims [Online] available at httpswwwfastcompanycom90385370hm-
zara-and-other-fashion-brands-are-tricking-consumers-with-vague-sustainability-claims
[Accessed 09 December 2019]
Shaw A 2018 Digital Marketing Trends That Are Changing The Way We Market To
Consumers [Online] Available at
httpswwwforbescomsitesforbescommunicationscouncil20180829digital-marketing-
trends-that-are-changing-the-way-we-market-to-consumers5291c0b36891 [Accessed 29
April 2020]
Simsek Y 2019 Inspiring Digital Marketing Agency Vision And Mission Statements
[Online] available at httpsdigitalagencynetworkcominspiring-digital-marketing-agency-
vision-and-mission-statements [Accessed 04 December 2019]
Slaper T and Hall T 2011 The triple bottom line what is it and how does it work Indiana
business review 8(6) pp 4-8
Paola Pena Lozada Page 36
Sonsev V 2019 Patagoniarsquos Focus On Its Brand Purpose Is Great For Business [Online]
available at httpswwwforbescomsitesveronikasonsev20191127patagonias-focus-on-
its-brand-purpose-is-great-for-business2fecf5c154cb [Accessed 29 April 2020]
Square 2 Marketing 2019 The new buyer journey why the sales funnel is failing you
[Online] available at httpswwwsquare2marketingcomthe-new-buyer-journey [Accessed
29 November 2019]
Srivastava L 2005 Mobile phones and the evolution of social behaviour [Online] available
at
httpswwwresearchgatenetpublication220208396_Mobile_phones_and_the_evolution_of
_social_behavior [Accessed 29 November 2019]
TED 2009 How great leaders inspire action [Online] available at
httpswwwtedcomtalkssimon_sinek_how_great_leaders_inspire_actionup-
nextlanguage=en [Accessed 29 April 2020]
Thangavelu P 2020 The Success of Patagonias Marketing Strategy [Online] available at
httpswwwinvestopediacomarticlespersonal-finance070715success-patagonias-
marketing-strategyasp [Accessed 29 April 2020]
Think Media Consult 2018 Case Study Social Media Strategy - What Patagonia Can Teach
Us All [Online] Available at httpswwwthinkmediaconsultcomthink-media-consulting-
blogcase-study-patagonia-social-media-strategy [Accessed 29 April 2020]
Thomes J 2018 5 Marketing Strategies to Influence Consumer Purchasing Behaviour
[Online] available at httpsmediumcomjohnnoels5-marketing-strategies-to-influence-
consumer-purchasing-behavior-bb6926e00844 [Accessed 29 November 2019]
Timbrook R 2020 North Face vs Patagonia Who Makes The Best Outdoor Gear [Online]
available at httpsexpertworldtravelcomnorth-face-vs-patagonia [Accessed 29 April
2020]
Paola Pena Lozada Page 37
Torossian R 2011 For immediate release shape minds build brands and deliver results
with game-changing public relations Dallas Benbella Books Inc
Triple Pundit 2011 The Power of Why in Marketing [Online] available at
httpswwwtriplepunditcomstory2011power-why-marketing79301 [Accessed 29 April
2020]
Turletti P 2019 The Triple Bottom Line A Must for Sustainable Marketing [Online]
available at httproimarketinginstitutecomthe-triple-bottom-line [Accessed 03 December
2019]
United Nations 2019 Sustainable Development Goals [Online] available at
httpswwwunorgsustainabledevelopmentdevelopment-agenda [Accessed 05 December
2019]
United Nations 2007 Business And Climate Change Rising Public Awareness Creates
Significant Opportunity [Online] available at httpsunchronicleunorgarticlebusiness-
and-climate-change-rising-public-awareness-creates-significant-opportunity [Accessed 09
December 2019]
Verde D 2014 Social media has undermined peoples trust in brands [Online] available at
httpswwwtheguardiancomsustainable-business2014aug20social-media-has-
undermined-peoples-trust-in-brands [Accessed 29 April 2020]
Vogl E 2015 What Patagonia Learned on Its Worn Wear Mobile Repair Tour [Online]
available at httpswwwbrandchannelcom20150521patagonia-worn-wear-052015
[Accessed 29 April 2020]
Watts J 2018 We have 12 years to limit climate change catastrophe warns UN [Online]
available at httpswwwtheguardiancomenvironment2018oct08global-warming-must-
not-exceed-15c-warns-landmark-un-report [Accessed 08 December 2019]
Weishaupt P 2017 The Golden Circle of Innovative and Inspiring Leaders Companies and
Organizations [Online] available at httpsmediumcomPeteWeishauptthe-golden-circle-
Paola Pena Lozada Page 38
of-innovative-and-inspiring-leaders-companies-and-organizations-8965c95bb322 [Accessed
29 April 2020]
Whiting T 2019 Sustainable Style The Truth Behind The Marketing of HampMrsquos
Conscious Collection [Online] available at
httpsmediumcomtabithawhitingsustainable-style-the-truth-behind-the-marketing-of-h-
ms-conscious-collection-805eb7432002 [Accessed 07 December 2019]
Willard H 2019 Content Marketing and Storytelling True Love Forever [Online] available
at httpsblogwaypostmarketingcomstorytelling-and-small-business-marketing-strategies-
true-love-forever [Accessed 29 April 2020]
Wolfe I 2017 How Ethical Is Patagonia [Online] available at httpsgoodonyouecohow-
ethical-is-patagonia [Accessed 02 December 2019]
Wood J 2016 Clothing retailer HampM launches lsquoWorld Recycle Weekrsquo [Online] available
at httpswwwletsrecyclecomnewslatest-newsclothing-retailer-hm-launches-world-
recycle-week [Accessed 29 April 2020]
WWF 2019 Sustainable Agriculture Cotton [Online] available at
httpswwwworldwildlifeorgindustriescotton [Accessed 07 December 2019]
Yin R 2014 Case Study Research Design and Methods Los Angeles SAGE Publications
Inc
Zhukova K 2016 How 4 Top Instagram Brands Keep Their Competitive Advantage
[Online] Available at httpstrackmavencombloghow-4-top-instagram-brands-keep-their-
competitive-advantage-2 [Accessed 29 April 2020]
Zololkis 2010 Difference between case study and survey research [Online] available at
httpma-gocojpkidswp-includesjstinymcepluginscompat3x08-2010difference-
between-case-study-and-survey-research_9688php [Accessed 29 November 2019]
Paola Pena Lozada Page 39
- How Patagonia apply Triple Bottom Line in their marketing strategy
- What_is_Customer_Journey_Mapping_amp_Why_i
-
Paola Pena Lozada Page 32
McLaughlin R 2018 Patagonia is marketing a lifestyle and encouraging you to not buy
their product [Online] available at httpsmediumcomrachaelmclaughlinin-a-world-
dominated-by-consumers-it-seems-that-for-every-one-social-media-marketing-strategy-
2fcc7d4b6fa3 [Accessed 29 April 2020]
Meltzer M 2017 Patagonia and The North Face saving the world ndash one puffer jacket at a
time [Online] available at httpswwwtheguardiancombusiness2017mar07the-north-
face-patagonia-saving-world-one-puffer-jacket-at-a-time [Accessed 29 April 2020]
Mendes D 2019 Why brands need emotional value [Online] available at
httpsmediummuzliwhy-brands-need-emotional-value-2120342fb682 [Accessed 29
November 2019]
Miller E Buys L and Summerville J 2007 Quantifying the social dimension of triple
bottom line Development of a framework and indicators to assess the social impact of
organisations International journal of business governance and ethics 3(3) pp 223-237
Moravcikova D 2018 Impact of globalization on marketing communications and its
traditional and progressive tools [Online] available at
httpswwwresearchgatenetpublication326112028_IMPACT_OF_GLOBALIZATION_O
N_MARKETING_COMMUNICATIONS_AND_ITS_TRADITIONAL_AND_PROGRESSI
VE_TOOLS [Accessed 04 December 2019]
Naeini A Dutt A Angus J Mardirossian S and Bonfanti S 2015 A Shoe for a Shoe
And a Smile [Online] available at httpswwwbusinesstodayinmagazinelbs-case-
studytoms-shoes-shoes-for-free-cause-marketing-strategy-case-studystory219444html
[Accessed 29 April 2020]
Nastu J 2017 Patagonia Pays Premium to Add Two Top-Selling Products to Fair Trade
Certified Line [Online] available at
httpswwwenvironmentalleadercom201710174476 [Accessed 02 May 2020]
Paola Pena Lozada Page 33
NBRI 2020 What is brand engagement and why does it matter [Online] available at
httpswwwnbriicomfaqsmarket-researchbrand-engagement-matter [Accessed 29 April
2020]
Nielsen 2018 Global consumers seek companies that care about environmental issues
[Online] available at httpswwwnielsencomsaeninsightsarticle2018global-consumers-
seek-companies-that-care-about-environmental-issues [Accessed 11 December 2019]
Ochieng P 2009 An analysis of the strengths and limitations of qualitative and quantitative
research paradigms [Online] available at
httpwwwscientiasocialisltpecfilespdfAtieno_Vol13pdf [Accessed 9 December 2019]
Osburg T and Lohrmann C 2017 Sustainability in a digital world new opportunities
through new technologies London Springer
Oxford College of Marketing 2017Understanding The Four Main Influences on Consumer
Buying Behaviour [Online] available at
httpsblogoxfordcollegeofmarketingcom20140905understanding-the-four-main-
influences-on-consumer-buying-behaviour [Accessed 10 November 2019]
Patagonia 1997 Celebrating Our 12th Tools for Grassroots Activists Conference [Online]
available at httpswwwpatagoniacomstories12th-tools-for-grassroots-activists-
conferencestory-18685html [Accessed 29 April 2020]
Patagonia Works 2017 Speaker amp public engagement request form [Online] available at
httpwwwpatagoniaworkscomspeaker-request [Accessed 29 April 2020]
Patagonia 2019 Patagoniarsquos mission statement [Online] available at
httpswwwpatagoniacomcompany-infohtml [Accessed 04 December 2019]
Patagonia 2019 Company History [Online] available at
httpswwwpatagoniacomcompany-historyhtml [Accessed 04 December 2019]
Paola Pena Lozada Page 34
Patagonia 2020 Patagonia Action Works Patagonia Dublin [Online] available at
httpseupatagoniacomgbenactionworksstorespatagonia-dublin [Accessed 29 April
2020]
Patagonia 2020 Worn Wear [Online] available at httpswornwearpatagoniacom
[Accessed 20 April 2020]
Patro C 2013 The Impact of Employee Engagement on Organizations Productivity
[Online] available at
httpswwwresearchgatenetpublication281967834_The_Impact_of_Employee_Engageme
nt_on_Organizations_Productivity [Accessed 29 April 2020]
Penhollow S 2015 Patagonia Has Built Its Success on Encouraging Customers to Think
Not Buy [Online] available at httpsmediumcomproduct-launches-and-
brandingpatagonia-and-the-marketability-of-anti-materialism-98afef531251 [Accessed 29
April 2020]
Prater M 2019 5 Outdoor Brands with Disruptive Marketing Strategies [Online] available
at httpsbrandfoldercomblog5-outdoor-brands-disruptive-marketing-strategies [Accessed
04 December 2019]
Quigley P 2017 A Year of Corporate Social Responsibility Failures [Online] available at
httpswwwapicsorgapics-for-individualsapics-magazine-homemagazine-detail-
page20171115a-year-of-corporate-social-responsibility-failures [Accessed 03 December
2019]
Rhodes D 2020 A Foundation For How Your Content Should Be Built [Online] available
at httpswwwimpulsecreativecomblogcontent-writing-framework [Accessed 30 April
2020]
Robertson G 2019 Case Study Patagonia goes against the norms of business and it
works [Online] available at httpsbeloved-brandscom20190422patagonia [Accessed
20 April 2020]
Paola Pena Lozada Page 35
Roesler P 2018 Why Its Necessary to Get Consumers to Visit Your Brands Site More
Than Once [Online] available at httpswwwinccompeter-roeslerwhy-its-necessary-to-
get-consumers-to-visit-your-brands-site-more-than-oncehtml [Accessed 03 December
2019]
Salesforce 2016 What is Customer Journey Mapping amp Why is it Important [Online]
available at httpswwwsalesforcecomukblog201603customer-journey-mapping-
explainedhtml [Accessed 29 April 2020]
Schmitt B Zarantonello L and Brakus J 2009 Brand experience What Is It How Is It
Measured Does It Affect Loyalty [Online] available at
httpswwwresearchgatenetpublication228168877_Brand_experience_What_Is_It_How_I
s_It_Measured_Does_It_Affect_Loyalty [Accessed 29 April 2020]
Scholes B 2019 Patagonia An Industry Legend Since 1973 [Online] available at
httpswwwpapertrailioblogpatagoniaXfATWJP7TIU [Accessed 05 December 2019]
Segran E 2019 HampM Zara and other fashion brands are tricking shoppers with vague
sustainability claims [Online] available at httpswwwfastcompanycom90385370hm-
zara-and-other-fashion-brands-are-tricking-consumers-with-vague-sustainability-claims
[Accessed 09 December 2019]
Shaw A 2018 Digital Marketing Trends That Are Changing The Way We Market To
Consumers [Online] Available at
httpswwwforbescomsitesforbescommunicationscouncil20180829digital-marketing-
trends-that-are-changing-the-way-we-market-to-consumers5291c0b36891 [Accessed 29
April 2020]
Simsek Y 2019 Inspiring Digital Marketing Agency Vision And Mission Statements
[Online] available at httpsdigitalagencynetworkcominspiring-digital-marketing-agency-
vision-and-mission-statements [Accessed 04 December 2019]
Slaper T and Hall T 2011 The triple bottom line what is it and how does it work Indiana
business review 8(6) pp 4-8
Paola Pena Lozada Page 36
Sonsev V 2019 Patagoniarsquos Focus On Its Brand Purpose Is Great For Business [Online]
available at httpswwwforbescomsitesveronikasonsev20191127patagonias-focus-on-
its-brand-purpose-is-great-for-business2fecf5c154cb [Accessed 29 April 2020]
Square 2 Marketing 2019 The new buyer journey why the sales funnel is failing you
[Online] available at httpswwwsquare2marketingcomthe-new-buyer-journey [Accessed
29 November 2019]
Srivastava L 2005 Mobile phones and the evolution of social behaviour [Online] available
at
httpswwwresearchgatenetpublication220208396_Mobile_phones_and_the_evolution_of
_social_behavior [Accessed 29 November 2019]
TED 2009 How great leaders inspire action [Online] available at
httpswwwtedcomtalkssimon_sinek_how_great_leaders_inspire_actionup-
nextlanguage=en [Accessed 29 April 2020]
Thangavelu P 2020 The Success of Patagonias Marketing Strategy [Online] available at
httpswwwinvestopediacomarticlespersonal-finance070715success-patagonias-
marketing-strategyasp [Accessed 29 April 2020]
Think Media Consult 2018 Case Study Social Media Strategy - What Patagonia Can Teach
Us All [Online] Available at httpswwwthinkmediaconsultcomthink-media-consulting-
blogcase-study-patagonia-social-media-strategy [Accessed 29 April 2020]
Thomes J 2018 5 Marketing Strategies to Influence Consumer Purchasing Behaviour
[Online] available at httpsmediumcomjohnnoels5-marketing-strategies-to-influence-
consumer-purchasing-behavior-bb6926e00844 [Accessed 29 November 2019]
Timbrook R 2020 North Face vs Patagonia Who Makes The Best Outdoor Gear [Online]
available at httpsexpertworldtravelcomnorth-face-vs-patagonia [Accessed 29 April
2020]
Paola Pena Lozada Page 37
Torossian R 2011 For immediate release shape minds build brands and deliver results
with game-changing public relations Dallas Benbella Books Inc
Triple Pundit 2011 The Power of Why in Marketing [Online] available at
httpswwwtriplepunditcomstory2011power-why-marketing79301 [Accessed 29 April
2020]
Turletti P 2019 The Triple Bottom Line A Must for Sustainable Marketing [Online]
available at httproimarketinginstitutecomthe-triple-bottom-line [Accessed 03 December
2019]
United Nations 2019 Sustainable Development Goals [Online] available at
httpswwwunorgsustainabledevelopmentdevelopment-agenda [Accessed 05 December
2019]
United Nations 2007 Business And Climate Change Rising Public Awareness Creates
Significant Opportunity [Online] available at httpsunchronicleunorgarticlebusiness-
and-climate-change-rising-public-awareness-creates-significant-opportunity [Accessed 09
December 2019]
Verde D 2014 Social media has undermined peoples trust in brands [Online] available at
httpswwwtheguardiancomsustainable-business2014aug20social-media-has-
undermined-peoples-trust-in-brands [Accessed 29 April 2020]
Vogl E 2015 What Patagonia Learned on Its Worn Wear Mobile Repair Tour [Online]
available at httpswwwbrandchannelcom20150521patagonia-worn-wear-052015
[Accessed 29 April 2020]
Watts J 2018 We have 12 years to limit climate change catastrophe warns UN [Online]
available at httpswwwtheguardiancomenvironment2018oct08global-warming-must-
not-exceed-15c-warns-landmark-un-report [Accessed 08 December 2019]
Weishaupt P 2017 The Golden Circle of Innovative and Inspiring Leaders Companies and
Organizations [Online] available at httpsmediumcomPeteWeishauptthe-golden-circle-
Paola Pena Lozada Page 38
of-innovative-and-inspiring-leaders-companies-and-organizations-8965c95bb322 [Accessed
29 April 2020]
Whiting T 2019 Sustainable Style The Truth Behind The Marketing of HampMrsquos
Conscious Collection [Online] available at
httpsmediumcomtabithawhitingsustainable-style-the-truth-behind-the-marketing-of-h-
ms-conscious-collection-805eb7432002 [Accessed 07 December 2019]
Willard H 2019 Content Marketing and Storytelling True Love Forever [Online] available
at httpsblogwaypostmarketingcomstorytelling-and-small-business-marketing-strategies-
true-love-forever [Accessed 29 April 2020]
Wolfe I 2017 How Ethical Is Patagonia [Online] available at httpsgoodonyouecohow-
ethical-is-patagonia [Accessed 02 December 2019]
Wood J 2016 Clothing retailer HampM launches lsquoWorld Recycle Weekrsquo [Online] available
at httpswwwletsrecyclecomnewslatest-newsclothing-retailer-hm-launches-world-
recycle-week [Accessed 29 April 2020]
WWF 2019 Sustainable Agriculture Cotton [Online] available at
httpswwwworldwildlifeorgindustriescotton [Accessed 07 December 2019]
Yin R 2014 Case Study Research Design and Methods Los Angeles SAGE Publications
Inc
Zhukova K 2016 How 4 Top Instagram Brands Keep Their Competitive Advantage
[Online] Available at httpstrackmavencombloghow-4-top-instagram-brands-keep-their-
competitive-advantage-2 [Accessed 29 April 2020]
Zololkis 2010 Difference between case study and survey research [Online] available at
httpma-gocojpkidswp-includesjstinymcepluginscompat3x08-2010difference-
between-case-study-and-survey-research_9688php [Accessed 29 November 2019]
Paola Pena Lozada Page 39
- How Patagonia apply Triple Bottom Line in their marketing strategy
- What_is_Customer_Journey_Mapping_amp_Why_i
-
Paola Pena Lozada Page 33
NBRI 2020 What is brand engagement and why does it matter [Online] available at
httpswwwnbriicomfaqsmarket-researchbrand-engagement-matter [Accessed 29 April
2020]
Nielsen 2018 Global consumers seek companies that care about environmental issues
[Online] available at httpswwwnielsencomsaeninsightsarticle2018global-consumers-
seek-companies-that-care-about-environmental-issues [Accessed 11 December 2019]
Ochieng P 2009 An analysis of the strengths and limitations of qualitative and quantitative
research paradigms [Online] available at
httpwwwscientiasocialisltpecfilespdfAtieno_Vol13pdf [Accessed 9 December 2019]
Osburg T and Lohrmann C 2017 Sustainability in a digital world new opportunities
through new technologies London Springer
Oxford College of Marketing 2017Understanding The Four Main Influences on Consumer
Buying Behaviour [Online] available at
httpsblogoxfordcollegeofmarketingcom20140905understanding-the-four-main-
influences-on-consumer-buying-behaviour [Accessed 10 November 2019]
Patagonia 1997 Celebrating Our 12th Tools for Grassroots Activists Conference [Online]
available at httpswwwpatagoniacomstories12th-tools-for-grassroots-activists-
conferencestory-18685html [Accessed 29 April 2020]
Patagonia Works 2017 Speaker amp public engagement request form [Online] available at
httpwwwpatagoniaworkscomspeaker-request [Accessed 29 April 2020]
Patagonia 2019 Patagoniarsquos mission statement [Online] available at
httpswwwpatagoniacomcompany-infohtml [Accessed 04 December 2019]
Patagonia 2019 Company History [Online] available at
httpswwwpatagoniacomcompany-historyhtml [Accessed 04 December 2019]
Paola Pena Lozada Page 34
Patagonia 2020 Patagonia Action Works Patagonia Dublin [Online] available at
httpseupatagoniacomgbenactionworksstorespatagonia-dublin [Accessed 29 April
2020]
Patagonia 2020 Worn Wear [Online] available at httpswornwearpatagoniacom
[Accessed 20 April 2020]
Patro C 2013 The Impact of Employee Engagement on Organizations Productivity
[Online] available at
httpswwwresearchgatenetpublication281967834_The_Impact_of_Employee_Engageme
nt_on_Organizations_Productivity [Accessed 29 April 2020]
Penhollow S 2015 Patagonia Has Built Its Success on Encouraging Customers to Think
Not Buy [Online] available at httpsmediumcomproduct-launches-and-
brandingpatagonia-and-the-marketability-of-anti-materialism-98afef531251 [Accessed 29
April 2020]
Prater M 2019 5 Outdoor Brands with Disruptive Marketing Strategies [Online] available
at httpsbrandfoldercomblog5-outdoor-brands-disruptive-marketing-strategies [Accessed
04 December 2019]
Quigley P 2017 A Year of Corporate Social Responsibility Failures [Online] available at
httpswwwapicsorgapics-for-individualsapics-magazine-homemagazine-detail-
page20171115a-year-of-corporate-social-responsibility-failures [Accessed 03 December
2019]
Rhodes D 2020 A Foundation For How Your Content Should Be Built [Online] available
at httpswwwimpulsecreativecomblogcontent-writing-framework [Accessed 30 April
2020]
Robertson G 2019 Case Study Patagonia goes against the norms of business and it
works [Online] available at httpsbeloved-brandscom20190422patagonia [Accessed
20 April 2020]
Paola Pena Lozada Page 35
Roesler P 2018 Why Its Necessary to Get Consumers to Visit Your Brands Site More
Than Once [Online] available at httpswwwinccompeter-roeslerwhy-its-necessary-to-
get-consumers-to-visit-your-brands-site-more-than-oncehtml [Accessed 03 December
2019]
Salesforce 2016 What is Customer Journey Mapping amp Why is it Important [Online]
available at httpswwwsalesforcecomukblog201603customer-journey-mapping-
explainedhtml [Accessed 29 April 2020]
Schmitt B Zarantonello L and Brakus J 2009 Brand experience What Is It How Is It
Measured Does It Affect Loyalty [Online] available at
httpswwwresearchgatenetpublication228168877_Brand_experience_What_Is_It_How_I
s_It_Measured_Does_It_Affect_Loyalty [Accessed 29 April 2020]
Scholes B 2019 Patagonia An Industry Legend Since 1973 [Online] available at
httpswwwpapertrailioblogpatagoniaXfATWJP7TIU [Accessed 05 December 2019]
Segran E 2019 HampM Zara and other fashion brands are tricking shoppers with vague
sustainability claims [Online] available at httpswwwfastcompanycom90385370hm-
zara-and-other-fashion-brands-are-tricking-consumers-with-vague-sustainability-claims
[Accessed 09 December 2019]
Shaw A 2018 Digital Marketing Trends That Are Changing The Way We Market To
Consumers [Online] Available at
httpswwwforbescomsitesforbescommunicationscouncil20180829digital-marketing-
trends-that-are-changing-the-way-we-market-to-consumers5291c0b36891 [Accessed 29
April 2020]
Simsek Y 2019 Inspiring Digital Marketing Agency Vision And Mission Statements
[Online] available at httpsdigitalagencynetworkcominspiring-digital-marketing-agency-
vision-and-mission-statements [Accessed 04 December 2019]
Slaper T and Hall T 2011 The triple bottom line what is it and how does it work Indiana
business review 8(6) pp 4-8
Paola Pena Lozada Page 36
Sonsev V 2019 Patagoniarsquos Focus On Its Brand Purpose Is Great For Business [Online]
available at httpswwwforbescomsitesveronikasonsev20191127patagonias-focus-on-
its-brand-purpose-is-great-for-business2fecf5c154cb [Accessed 29 April 2020]
Square 2 Marketing 2019 The new buyer journey why the sales funnel is failing you
[Online] available at httpswwwsquare2marketingcomthe-new-buyer-journey [Accessed
29 November 2019]
Srivastava L 2005 Mobile phones and the evolution of social behaviour [Online] available
at
httpswwwresearchgatenetpublication220208396_Mobile_phones_and_the_evolution_of
_social_behavior [Accessed 29 November 2019]
TED 2009 How great leaders inspire action [Online] available at
httpswwwtedcomtalkssimon_sinek_how_great_leaders_inspire_actionup-
nextlanguage=en [Accessed 29 April 2020]
Thangavelu P 2020 The Success of Patagonias Marketing Strategy [Online] available at
httpswwwinvestopediacomarticlespersonal-finance070715success-patagonias-
marketing-strategyasp [Accessed 29 April 2020]
Think Media Consult 2018 Case Study Social Media Strategy - What Patagonia Can Teach
Us All [Online] Available at httpswwwthinkmediaconsultcomthink-media-consulting-
blogcase-study-patagonia-social-media-strategy [Accessed 29 April 2020]
Thomes J 2018 5 Marketing Strategies to Influence Consumer Purchasing Behaviour
[Online] available at httpsmediumcomjohnnoels5-marketing-strategies-to-influence-
consumer-purchasing-behavior-bb6926e00844 [Accessed 29 November 2019]
Timbrook R 2020 North Face vs Patagonia Who Makes The Best Outdoor Gear [Online]
available at httpsexpertworldtravelcomnorth-face-vs-patagonia [Accessed 29 April
2020]
Paola Pena Lozada Page 37
Torossian R 2011 For immediate release shape minds build brands and deliver results
with game-changing public relations Dallas Benbella Books Inc
Triple Pundit 2011 The Power of Why in Marketing [Online] available at
httpswwwtriplepunditcomstory2011power-why-marketing79301 [Accessed 29 April
2020]
Turletti P 2019 The Triple Bottom Line A Must for Sustainable Marketing [Online]
available at httproimarketinginstitutecomthe-triple-bottom-line [Accessed 03 December
2019]
United Nations 2019 Sustainable Development Goals [Online] available at
httpswwwunorgsustainabledevelopmentdevelopment-agenda [Accessed 05 December
2019]
United Nations 2007 Business And Climate Change Rising Public Awareness Creates
Significant Opportunity [Online] available at httpsunchronicleunorgarticlebusiness-
and-climate-change-rising-public-awareness-creates-significant-opportunity [Accessed 09
December 2019]
Verde D 2014 Social media has undermined peoples trust in brands [Online] available at
httpswwwtheguardiancomsustainable-business2014aug20social-media-has-
undermined-peoples-trust-in-brands [Accessed 29 April 2020]
Vogl E 2015 What Patagonia Learned on Its Worn Wear Mobile Repair Tour [Online]
available at httpswwwbrandchannelcom20150521patagonia-worn-wear-052015
[Accessed 29 April 2020]
Watts J 2018 We have 12 years to limit climate change catastrophe warns UN [Online]
available at httpswwwtheguardiancomenvironment2018oct08global-warming-must-
not-exceed-15c-warns-landmark-un-report [Accessed 08 December 2019]
Weishaupt P 2017 The Golden Circle of Innovative and Inspiring Leaders Companies and
Organizations [Online] available at httpsmediumcomPeteWeishauptthe-golden-circle-
Paola Pena Lozada Page 38
of-innovative-and-inspiring-leaders-companies-and-organizations-8965c95bb322 [Accessed
29 April 2020]
Whiting T 2019 Sustainable Style The Truth Behind The Marketing of HampMrsquos
Conscious Collection [Online] available at
httpsmediumcomtabithawhitingsustainable-style-the-truth-behind-the-marketing-of-h-
ms-conscious-collection-805eb7432002 [Accessed 07 December 2019]
Willard H 2019 Content Marketing and Storytelling True Love Forever [Online] available
at httpsblogwaypostmarketingcomstorytelling-and-small-business-marketing-strategies-
true-love-forever [Accessed 29 April 2020]
Wolfe I 2017 How Ethical Is Patagonia [Online] available at httpsgoodonyouecohow-
ethical-is-patagonia [Accessed 02 December 2019]
Wood J 2016 Clothing retailer HampM launches lsquoWorld Recycle Weekrsquo [Online] available
at httpswwwletsrecyclecomnewslatest-newsclothing-retailer-hm-launches-world-
recycle-week [Accessed 29 April 2020]
WWF 2019 Sustainable Agriculture Cotton [Online] available at
httpswwwworldwildlifeorgindustriescotton [Accessed 07 December 2019]
Yin R 2014 Case Study Research Design and Methods Los Angeles SAGE Publications
Inc
Zhukova K 2016 How 4 Top Instagram Brands Keep Their Competitive Advantage
[Online] Available at httpstrackmavencombloghow-4-top-instagram-brands-keep-their-
competitive-advantage-2 [Accessed 29 April 2020]
Zololkis 2010 Difference between case study and survey research [Online] available at
httpma-gocojpkidswp-includesjstinymcepluginscompat3x08-2010difference-
between-case-study-and-survey-research_9688php [Accessed 29 November 2019]
Paola Pena Lozada Page 39
- How Patagonia apply Triple Bottom Line in their marketing strategy
- What_is_Customer_Journey_Mapping_amp_Why_i
-
Paola Pena Lozada Page 34
Patagonia 2020 Patagonia Action Works Patagonia Dublin [Online] available at
httpseupatagoniacomgbenactionworksstorespatagonia-dublin [Accessed 29 April
2020]
Patagonia 2020 Worn Wear [Online] available at httpswornwearpatagoniacom
[Accessed 20 April 2020]
Patro C 2013 The Impact of Employee Engagement on Organizations Productivity
[Online] available at
httpswwwresearchgatenetpublication281967834_The_Impact_of_Employee_Engageme
nt_on_Organizations_Productivity [Accessed 29 April 2020]
Penhollow S 2015 Patagonia Has Built Its Success on Encouraging Customers to Think
Not Buy [Online] available at httpsmediumcomproduct-launches-and-
brandingpatagonia-and-the-marketability-of-anti-materialism-98afef531251 [Accessed 29
April 2020]
Prater M 2019 5 Outdoor Brands with Disruptive Marketing Strategies [Online] available
at httpsbrandfoldercomblog5-outdoor-brands-disruptive-marketing-strategies [Accessed
04 December 2019]
Quigley P 2017 A Year of Corporate Social Responsibility Failures [Online] available at
httpswwwapicsorgapics-for-individualsapics-magazine-homemagazine-detail-
page20171115a-year-of-corporate-social-responsibility-failures [Accessed 03 December
2019]
Rhodes D 2020 A Foundation For How Your Content Should Be Built [Online] available
at httpswwwimpulsecreativecomblogcontent-writing-framework [Accessed 30 April
2020]
Robertson G 2019 Case Study Patagonia goes against the norms of business and it
works [Online] available at httpsbeloved-brandscom20190422patagonia [Accessed
20 April 2020]
Paola Pena Lozada Page 35
Roesler P 2018 Why Its Necessary to Get Consumers to Visit Your Brands Site More
Than Once [Online] available at httpswwwinccompeter-roeslerwhy-its-necessary-to-
get-consumers-to-visit-your-brands-site-more-than-oncehtml [Accessed 03 December
2019]
Salesforce 2016 What is Customer Journey Mapping amp Why is it Important [Online]
available at httpswwwsalesforcecomukblog201603customer-journey-mapping-
explainedhtml [Accessed 29 April 2020]
Schmitt B Zarantonello L and Brakus J 2009 Brand experience What Is It How Is It
Measured Does It Affect Loyalty [Online] available at
httpswwwresearchgatenetpublication228168877_Brand_experience_What_Is_It_How_I
s_It_Measured_Does_It_Affect_Loyalty [Accessed 29 April 2020]
Scholes B 2019 Patagonia An Industry Legend Since 1973 [Online] available at
httpswwwpapertrailioblogpatagoniaXfATWJP7TIU [Accessed 05 December 2019]
Segran E 2019 HampM Zara and other fashion brands are tricking shoppers with vague
sustainability claims [Online] available at httpswwwfastcompanycom90385370hm-
zara-and-other-fashion-brands-are-tricking-consumers-with-vague-sustainability-claims
[Accessed 09 December 2019]
Shaw A 2018 Digital Marketing Trends That Are Changing The Way We Market To
Consumers [Online] Available at
httpswwwforbescomsitesforbescommunicationscouncil20180829digital-marketing-
trends-that-are-changing-the-way-we-market-to-consumers5291c0b36891 [Accessed 29
April 2020]
Simsek Y 2019 Inspiring Digital Marketing Agency Vision And Mission Statements
[Online] available at httpsdigitalagencynetworkcominspiring-digital-marketing-agency-
vision-and-mission-statements [Accessed 04 December 2019]
Slaper T and Hall T 2011 The triple bottom line what is it and how does it work Indiana
business review 8(6) pp 4-8
Paola Pena Lozada Page 36
Sonsev V 2019 Patagoniarsquos Focus On Its Brand Purpose Is Great For Business [Online]
available at httpswwwforbescomsitesveronikasonsev20191127patagonias-focus-on-
its-brand-purpose-is-great-for-business2fecf5c154cb [Accessed 29 April 2020]
Square 2 Marketing 2019 The new buyer journey why the sales funnel is failing you
[Online] available at httpswwwsquare2marketingcomthe-new-buyer-journey [Accessed
29 November 2019]
Srivastava L 2005 Mobile phones and the evolution of social behaviour [Online] available
at
httpswwwresearchgatenetpublication220208396_Mobile_phones_and_the_evolution_of
_social_behavior [Accessed 29 November 2019]
TED 2009 How great leaders inspire action [Online] available at
httpswwwtedcomtalkssimon_sinek_how_great_leaders_inspire_actionup-
nextlanguage=en [Accessed 29 April 2020]
Thangavelu P 2020 The Success of Patagonias Marketing Strategy [Online] available at
httpswwwinvestopediacomarticlespersonal-finance070715success-patagonias-
marketing-strategyasp [Accessed 29 April 2020]
Think Media Consult 2018 Case Study Social Media Strategy - What Patagonia Can Teach
Us All [Online] Available at httpswwwthinkmediaconsultcomthink-media-consulting-
blogcase-study-patagonia-social-media-strategy [Accessed 29 April 2020]
Thomes J 2018 5 Marketing Strategies to Influence Consumer Purchasing Behaviour
[Online] available at httpsmediumcomjohnnoels5-marketing-strategies-to-influence-
consumer-purchasing-behavior-bb6926e00844 [Accessed 29 November 2019]
Timbrook R 2020 North Face vs Patagonia Who Makes The Best Outdoor Gear [Online]
available at httpsexpertworldtravelcomnorth-face-vs-patagonia [Accessed 29 April
2020]
Paola Pena Lozada Page 37
Torossian R 2011 For immediate release shape minds build brands and deliver results
with game-changing public relations Dallas Benbella Books Inc
Triple Pundit 2011 The Power of Why in Marketing [Online] available at
httpswwwtriplepunditcomstory2011power-why-marketing79301 [Accessed 29 April
2020]
Turletti P 2019 The Triple Bottom Line A Must for Sustainable Marketing [Online]
available at httproimarketinginstitutecomthe-triple-bottom-line [Accessed 03 December
2019]
United Nations 2019 Sustainable Development Goals [Online] available at
httpswwwunorgsustainabledevelopmentdevelopment-agenda [Accessed 05 December
2019]
United Nations 2007 Business And Climate Change Rising Public Awareness Creates
Significant Opportunity [Online] available at httpsunchronicleunorgarticlebusiness-
and-climate-change-rising-public-awareness-creates-significant-opportunity [Accessed 09
December 2019]
Verde D 2014 Social media has undermined peoples trust in brands [Online] available at
httpswwwtheguardiancomsustainable-business2014aug20social-media-has-
undermined-peoples-trust-in-brands [Accessed 29 April 2020]
Vogl E 2015 What Patagonia Learned on Its Worn Wear Mobile Repair Tour [Online]
available at httpswwwbrandchannelcom20150521patagonia-worn-wear-052015
[Accessed 29 April 2020]
Watts J 2018 We have 12 years to limit climate change catastrophe warns UN [Online]
available at httpswwwtheguardiancomenvironment2018oct08global-warming-must-
not-exceed-15c-warns-landmark-un-report [Accessed 08 December 2019]
Weishaupt P 2017 The Golden Circle of Innovative and Inspiring Leaders Companies and
Organizations [Online] available at httpsmediumcomPeteWeishauptthe-golden-circle-
Paola Pena Lozada Page 38
of-innovative-and-inspiring-leaders-companies-and-organizations-8965c95bb322 [Accessed
29 April 2020]
Whiting T 2019 Sustainable Style The Truth Behind The Marketing of HampMrsquos
Conscious Collection [Online] available at
httpsmediumcomtabithawhitingsustainable-style-the-truth-behind-the-marketing-of-h-
ms-conscious-collection-805eb7432002 [Accessed 07 December 2019]
Willard H 2019 Content Marketing and Storytelling True Love Forever [Online] available
at httpsblogwaypostmarketingcomstorytelling-and-small-business-marketing-strategies-
true-love-forever [Accessed 29 April 2020]
Wolfe I 2017 How Ethical Is Patagonia [Online] available at httpsgoodonyouecohow-
ethical-is-patagonia [Accessed 02 December 2019]
Wood J 2016 Clothing retailer HampM launches lsquoWorld Recycle Weekrsquo [Online] available
at httpswwwletsrecyclecomnewslatest-newsclothing-retailer-hm-launches-world-
recycle-week [Accessed 29 April 2020]
WWF 2019 Sustainable Agriculture Cotton [Online] available at
httpswwwworldwildlifeorgindustriescotton [Accessed 07 December 2019]
Yin R 2014 Case Study Research Design and Methods Los Angeles SAGE Publications
Inc
Zhukova K 2016 How 4 Top Instagram Brands Keep Their Competitive Advantage
[Online] Available at httpstrackmavencombloghow-4-top-instagram-brands-keep-their-
competitive-advantage-2 [Accessed 29 April 2020]
Zololkis 2010 Difference between case study and survey research [Online] available at
httpma-gocojpkidswp-includesjstinymcepluginscompat3x08-2010difference-
between-case-study-and-survey-research_9688php [Accessed 29 November 2019]
Paola Pena Lozada Page 39
- How Patagonia apply Triple Bottom Line in their marketing strategy
- What_is_Customer_Journey_Mapping_amp_Why_i
-
Paola Pena Lozada Page 35
Roesler P 2018 Why Its Necessary to Get Consumers to Visit Your Brands Site More
Than Once [Online] available at httpswwwinccompeter-roeslerwhy-its-necessary-to-
get-consumers-to-visit-your-brands-site-more-than-oncehtml [Accessed 03 December
2019]
Salesforce 2016 What is Customer Journey Mapping amp Why is it Important [Online]
available at httpswwwsalesforcecomukblog201603customer-journey-mapping-
explainedhtml [Accessed 29 April 2020]
Schmitt B Zarantonello L and Brakus J 2009 Brand experience What Is It How Is It
Measured Does It Affect Loyalty [Online] available at
httpswwwresearchgatenetpublication228168877_Brand_experience_What_Is_It_How_I
s_It_Measured_Does_It_Affect_Loyalty [Accessed 29 April 2020]
Scholes B 2019 Patagonia An Industry Legend Since 1973 [Online] available at
httpswwwpapertrailioblogpatagoniaXfATWJP7TIU [Accessed 05 December 2019]
Segran E 2019 HampM Zara and other fashion brands are tricking shoppers with vague
sustainability claims [Online] available at httpswwwfastcompanycom90385370hm-
zara-and-other-fashion-brands-are-tricking-consumers-with-vague-sustainability-claims
[Accessed 09 December 2019]
Shaw A 2018 Digital Marketing Trends That Are Changing The Way We Market To
Consumers [Online] Available at
httpswwwforbescomsitesforbescommunicationscouncil20180829digital-marketing-
trends-that-are-changing-the-way-we-market-to-consumers5291c0b36891 [Accessed 29
April 2020]
Simsek Y 2019 Inspiring Digital Marketing Agency Vision And Mission Statements
[Online] available at httpsdigitalagencynetworkcominspiring-digital-marketing-agency-
vision-and-mission-statements [Accessed 04 December 2019]
Slaper T and Hall T 2011 The triple bottom line what is it and how does it work Indiana
business review 8(6) pp 4-8
Paola Pena Lozada Page 36
Sonsev V 2019 Patagoniarsquos Focus On Its Brand Purpose Is Great For Business [Online]
available at httpswwwforbescomsitesveronikasonsev20191127patagonias-focus-on-
its-brand-purpose-is-great-for-business2fecf5c154cb [Accessed 29 April 2020]
Square 2 Marketing 2019 The new buyer journey why the sales funnel is failing you
[Online] available at httpswwwsquare2marketingcomthe-new-buyer-journey [Accessed
29 November 2019]
Srivastava L 2005 Mobile phones and the evolution of social behaviour [Online] available
at
httpswwwresearchgatenetpublication220208396_Mobile_phones_and_the_evolution_of
_social_behavior [Accessed 29 November 2019]
TED 2009 How great leaders inspire action [Online] available at
httpswwwtedcomtalkssimon_sinek_how_great_leaders_inspire_actionup-
nextlanguage=en [Accessed 29 April 2020]
Thangavelu P 2020 The Success of Patagonias Marketing Strategy [Online] available at
httpswwwinvestopediacomarticlespersonal-finance070715success-patagonias-
marketing-strategyasp [Accessed 29 April 2020]
Think Media Consult 2018 Case Study Social Media Strategy - What Patagonia Can Teach
Us All [Online] Available at httpswwwthinkmediaconsultcomthink-media-consulting-
blogcase-study-patagonia-social-media-strategy [Accessed 29 April 2020]
Thomes J 2018 5 Marketing Strategies to Influence Consumer Purchasing Behaviour
[Online] available at httpsmediumcomjohnnoels5-marketing-strategies-to-influence-
consumer-purchasing-behavior-bb6926e00844 [Accessed 29 November 2019]
Timbrook R 2020 North Face vs Patagonia Who Makes The Best Outdoor Gear [Online]
available at httpsexpertworldtravelcomnorth-face-vs-patagonia [Accessed 29 April
2020]
Paola Pena Lozada Page 37
Torossian R 2011 For immediate release shape minds build brands and deliver results
with game-changing public relations Dallas Benbella Books Inc
Triple Pundit 2011 The Power of Why in Marketing [Online] available at
httpswwwtriplepunditcomstory2011power-why-marketing79301 [Accessed 29 April
2020]
Turletti P 2019 The Triple Bottom Line A Must for Sustainable Marketing [Online]
available at httproimarketinginstitutecomthe-triple-bottom-line [Accessed 03 December
2019]
United Nations 2019 Sustainable Development Goals [Online] available at
httpswwwunorgsustainabledevelopmentdevelopment-agenda [Accessed 05 December
2019]
United Nations 2007 Business And Climate Change Rising Public Awareness Creates
Significant Opportunity [Online] available at httpsunchronicleunorgarticlebusiness-
and-climate-change-rising-public-awareness-creates-significant-opportunity [Accessed 09
December 2019]
Verde D 2014 Social media has undermined peoples trust in brands [Online] available at
httpswwwtheguardiancomsustainable-business2014aug20social-media-has-
undermined-peoples-trust-in-brands [Accessed 29 April 2020]
Vogl E 2015 What Patagonia Learned on Its Worn Wear Mobile Repair Tour [Online]
available at httpswwwbrandchannelcom20150521patagonia-worn-wear-052015
[Accessed 29 April 2020]
Watts J 2018 We have 12 years to limit climate change catastrophe warns UN [Online]
available at httpswwwtheguardiancomenvironment2018oct08global-warming-must-
not-exceed-15c-warns-landmark-un-report [Accessed 08 December 2019]
Weishaupt P 2017 The Golden Circle of Innovative and Inspiring Leaders Companies and
Organizations [Online] available at httpsmediumcomPeteWeishauptthe-golden-circle-
Paola Pena Lozada Page 38
of-innovative-and-inspiring-leaders-companies-and-organizations-8965c95bb322 [Accessed
29 April 2020]
Whiting T 2019 Sustainable Style The Truth Behind The Marketing of HampMrsquos
Conscious Collection [Online] available at
httpsmediumcomtabithawhitingsustainable-style-the-truth-behind-the-marketing-of-h-
ms-conscious-collection-805eb7432002 [Accessed 07 December 2019]
Willard H 2019 Content Marketing and Storytelling True Love Forever [Online] available
at httpsblogwaypostmarketingcomstorytelling-and-small-business-marketing-strategies-
true-love-forever [Accessed 29 April 2020]
Wolfe I 2017 How Ethical Is Patagonia [Online] available at httpsgoodonyouecohow-
ethical-is-patagonia [Accessed 02 December 2019]
Wood J 2016 Clothing retailer HampM launches lsquoWorld Recycle Weekrsquo [Online] available
at httpswwwletsrecyclecomnewslatest-newsclothing-retailer-hm-launches-world-
recycle-week [Accessed 29 April 2020]
WWF 2019 Sustainable Agriculture Cotton [Online] available at
httpswwwworldwildlifeorgindustriescotton [Accessed 07 December 2019]
Yin R 2014 Case Study Research Design and Methods Los Angeles SAGE Publications
Inc
Zhukova K 2016 How 4 Top Instagram Brands Keep Their Competitive Advantage
[Online] Available at httpstrackmavencombloghow-4-top-instagram-brands-keep-their-
competitive-advantage-2 [Accessed 29 April 2020]
Zololkis 2010 Difference between case study and survey research [Online] available at
httpma-gocojpkidswp-includesjstinymcepluginscompat3x08-2010difference-
between-case-study-and-survey-research_9688php [Accessed 29 November 2019]
Paola Pena Lozada Page 39
- How Patagonia apply Triple Bottom Line in their marketing strategy
- What_is_Customer_Journey_Mapping_amp_Why_i
-
Paola Pena Lozada Page 36
Sonsev V 2019 Patagoniarsquos Focus On Its Brand Purpose Is Great For Business [Online]
available at httpswwwforbescomsitesveronikasonsev20191127patagonias-focus-on-
its-brand-purpose-is-great-for-business2fecf5c154cb [Accessed 29 April 2020]
Square 2 Marketing 2019 The new buyer journey why the sales funnel is failing you
[Online] available at httpswwwsquare2marketingcomthe-new-buyer-journey [Accessed
29 November 2019]
Srivastava L 2005 Mobile phones and the evolution of social behaviour [Online] available
at
httpswwwresearchgatenetpublication220208396_Mobile_phones_and_the_evolution_of
_social_behavior [Accessed 29 November 2019]
TED 2009 How great leaders inspire action [Online] available at
httpswwwtedcomtalkssimon_sinek_how_great_leaders_inspire_actionup-
nextlanguage=en [Accessed 29 April 2020]
Thangavelu P 2020 The Success of Patagonias Marketing Strategy [Online] available at
httpswwwinvestopediacomarticlespersonal-finance070715success-patagonias-
marketing-strategyasp [Accessed 29 April 2020]
Think Media Consult 2018 Case Study Social Media Strategy - What Patagonia Can Teach
Us All [Online] Available at httpswwwthinkmediaconsultcomthink-media-consulting-
blogcase-study-patagonia-social-media-strategy [Accessed 29 April 2020]
Thomes J 2018 5 Marketing Strategies to Influence Consumer Purchasing Behaviour
[Online] available at httpsmediumcomjohnnoels5-marketing-strategies-to-influence-
consumer-purchasing-behavior-bb6926e00844 [Accessed 29 November 2019]
Timbrook R 2020 North Face vs Patagonia Who Makes The Best Outdoor Gear [Online]
available at httpsexpertworldtravelcomnorth-face-vs-patagonia [Accessed 29 April
2020]
Paola Pena Lozada Page 37
Torossian R 2011 For immediate release shape minds build brands and deliver results
with game-changing public relations Dallas Benbella Books Inc
Triple Pundit 2011 The Power of Why in Marketing [Online] available at
httpswwwtriplepunditcomstory2011power-why-marketing79301 [Accessed 29 April
2020]
Turletti P 2019 The Triple Bottom Line A Must for Sustainable Marketing [Online]
available at httproimarketinginstitutecomthe-triple-bottom-line [Accessed 03 December
2019]
United Nations 2019 Sustainable Development Goals [Online] available at
httpswwwunorgsustainabledevelopmentdevelopment-agenda [Accessed 05 December
2019]
United Nations 2007 Business And Climate Change Rising Public Awareness Creates
Significant Opportunity [Online] available at httpsunchronicleunorgarticlebusiness-
and-climate-change-rising-public-awareness-creates-significant-opportunity [Accessed 09
December 2019]
Verde D 2014 Social media has undermined peoples trust in brands [Online] available at
httpswwwtheguardiancomsustainable-business2014aug20social-media-has-
undermined-peoples-trust-in-brands [Accessed 29 April 2020]
Vogl E 2015 What Patagonia Learned on Its Worn Wear Mobile Repair Tour [Online]
available at httpswwwbrandchannelcom20150521patagonia-worn-wear-052015
[Accessed 29 April 2020]
Watts J 2018 We have 12 years to limit climate change catastrophe warns UN [Online]
available at httpswwwtheguardiancomenvironment2018oct08global-warming-must-
not-exceed-15c-warns-landmark-un-report [Accessed 08 December 2019]
Weishaupt P 2017 The Golden Circle of Innovative and Inspiring Leaders Companies and
Organizations [Online] available at httpsmediumcomPeteWeishauptthe-golden-circle-
Paola Pena Lozada Page 38
of-innovative-and-inspiring-leaders-companies-and-organizations-8965c95bb322 [Accessed
29 April 2020]
Whiting T 2019 Sustainable Style The Truth Behind The Marketing of HampMrsquos
Conscious Collection [Online] available at
httpsmediumcomtabithawhitingsustainable-style-the-truth-behind-the-marketing-of-h-
ms-conscious-collection-805eb7432002 [Accessed 07 December 2019]
Willard H 2019 Content Marketing and Storytelling True Love Forever [Online] available
at httpsblogwaypostmarketingcomstorytelling-and-small-business-marketing-strategies-
true-love-forever [Accessed 29 April 2020]
Wolfe I 2017 How Ethical Is Patagonia [Online] available at httpsgoodonyouecohow-
ethical-is-patagonia [Accessed 02 December 2019]
Wood J 2016 Clothing retailer HampM launches lsquoWorld Recycle Weekrsquo [Online] available
at httpswwwletsrecyclecomnewslatest-newsclothing-retailer-hm-launches-world-
recycle-week [Accessed 29 April 2020]
WWF 2019 Sustainable Agriculture Cotton [Online] available at
httpswwwworldwildlifeorgindustriescotton [Accessed 07 December 2019]
Yin R 2014 Case Study Research Design and Methods Los Angeles SAGE Publications
Inc
Zhukova K 2016 How 4 Top Instagram Brands Keep Their Competitive Advantage
[Online] Available at httpstrackmavencombloghow-4-top-instagram-brands-keep-their-
competitive-advantage-2 [Accessed 29 April 2020]
Zololkis 2010 Difference between case study and survey research [Online] available at
httpma-gocojpkidswp-includesjstinymcepluginscompat3x08-2010difference-
between-case-study-and-survey-research_9688php [Accessed 29 November 2019]
Paola Pena Lozada Page 39
- How Patagonia apply Triple Bottom Line in their marketing strategy
- What_is_Customer_Journey_Mapping_amp_Why_i
-
Paola Pena Lozada Page 37
Torossian R 2011 For immediate release shape minds build brands and deliver results
with game-changing public relations Dallas Benbella Books Inc
Triple Pundit 2011 The Power of Why in Marketing [Online] available at
httpswwwtriplepunditcomstory2011power-why-marketing79301 [Accessed 29 April
2020]
Turletti P 2019 The Triple Bottom Line A Must for Sustainable Marketing [Online]
available at httproimarketinginstitutecomthe-triple-bottom-line [Accessed 03 December
2019]
United Nations 2019 Sustainable Development Goals [Online] available at
httpswwwunorgsustainabledevelopmentdevelopment-agenda [Accessed 05 December
2019]
United Nations 2007 Business And Climate Change Rising Public Awareness Creates
Significant Opportunity [Online] available at httpsunchronicleunorgarticlebusiness-
and-climate-change-rising-public-awareness-creates-significant-opportunity [Accessed 09
December 2019]
Verde D 2014 Social media has undermined peoples trust in brands [Online] available at
httpswwwtheguardiancomsustainable-business2014aug20social-media-has-
undermined-peoples-trust-in-brands [Accessed 29 April 2020]
Vogl E 2015 What Patagonia Learned on Its Worn Wear Mobile Repair Tour [Online]
available at httpswwwbrandchannelcom20150521patagonia-worn-wear-052015
[Accessed 29 April 2020]
Watts J 2018 We have 12 years to limit climate change catastrophe warns UN [Online]
available at httpswwwtheguardiancomenvironment2018oct08global-warming-must-
not-exceed-15c-warns-landmark-un-report [Accessed 08 December 2019]
Weishaupt P 2017 The Golden Circle of Innovative and Inspiring Leaders Companies and
Organizations [Online] available at httpsmediumcomPeteWeishauptthe-golden-circle-
Paola Pena Lozada Page 38
of-innovative-and-inspiring-leaders-companies-and-organizations-8965c95bb322 [Accessed
29 April 2020]
Whiting T 2019 Sustainable Style The Truth Behind The Marketing of HampMrsquos
Conscious Collection [Online] available at
httpsmediumcomtabithawhitingsustainable-style-the-truth-behind-the-marketing-of-h-
ms-conscious-collection-805eb7432002 [Accessed 07 December 2019]
Willard H 2019 Content Marketing and Storytelling True Love Forever [Online] available
at httpsblogwaypostmarketingcomstorytelling-and-small-business-marketing-strategies-
true-love-forever [Accessed 29 April 2020]
Wolfe I 2017 How Ethical Is Patagonia [Online] available at httpsgoodonyouecohow-
ethical-is-patagonia [Accessed 02 December 2019]
Wood J 2016 Clothing retailer HampM launches lsquoWorld Recycle Weekrsquo [Online] available
at httpswwwletsrecyclecomnewslatest-newsclothing-retailer-hm-launches-world-
recycle-week [Accessed 29 April 2020]
WWF 2019 Sustainable Agriculture Cotton [Online] available at
httpswwwworldwildlifeorgindustriescotton [Accessed 07 December 2019]
Yin R 2014 Case Study Research Design and Methods Los Angeles SAGE Publications
Inc
Zhukova K 2016 How 4 Top Instagram Brands Keep Their Competitive Advantage
[Online] Available at httpstrackmavencombloghow-4-top-instagram-brands-keep-their-
competitive-advantage-2 [Accessed 29 April 2020]
Zololkis 2010 Difference between case study and survey research [Online] available at
httpma-gocojpkidswp-includesjstinymcepluginscompat3x08-2010difference-
between-case-study-and-survey-research_9688php [Accessed 29 November 2019]
Paola Pena Lozada Page 39
- How Patagonia apply Triple Bottom Line in their marketing strategy
- What_is_Customer_Journey_Mapping_amp_Why_i
-
Paola Pena Lozada Page 38
of-innovative-and-inspiring-leaders-companies-and-organizations-8965c95bb322 [Accessed
29 April 2020]
Whiting T 2019 Sustainable Style The Truth Behind The Marketing of HampMrsquos
Conscious Collection [Online] available at
httpsmediumcomtabithawhitingsustainable-style-the-truth-behind-the-marketing-of-h-
ms-conscious-collection-805eb7432002 [Accessed 07 December 2019]
Willard H 2019 Content Marketing and Storytelling True Love Forever [Online] available
at httpsblogwaypostmarketingcomstorytelling-and-small-business-marketing-strategies-
true-love-forever [Accessed 29 April 2020]
Wolfe I 2017 How Ethical Is Patagonia [Online] available at httpsgoodonyouecohow-
ethical-is-patagonia [Accessed 02 December 2019]
Wood J 2016 Clothing retailer HampM launches lsquoWorld Recycle Weekrsquo [Online] available
at httpswwwletsrecyclecomnewslatest-newsclothing-retailer-hm-launches-world-
recycle-week [Accessed 29 April 2020]
WWF 2019 Sustainable Agriculture Cotton [Online] available at
httpswwwworldwildlifeorgindustriescotton [Accessed 07 December 2019]
Yin R 2014 Case Study Research Design and Methods Los Angeles SAGE Publications
Inc
Zhukova K 2016 How 4 Top Instagram Brands Keep Their Competitive Advantage
[Online] Available at httpstrackmavencombloghow-4-top-instagram-brands-keep-their-
competitive-advantage-2 [Accessed 29 April 2020]
Zololkis 2010 Difference between case study and survey research [Online] available at
httpma-gocojpkidswp-includesjstinymcepluginscompat3x08-2010difference-
between-case-study-and-survey-research_9688php [Accessed 29 November 2019]
Paola Pena Lozada Page 39
- How Patagonia apply Triple Bottom Line in their marketing strategy
- What_is_Customer_Journey_Mapping_amp_Why_i
-